Snacking powerhouse to kick off first-time partnership this winter with
limited edition product, prizes, interactive app and broadcast
MISSISSAUGA, ON, Nov. 18, 2013 /CNW/ - With less than 100 days to the Sochi 2014 Olympic Winter Games, Mondelēz
Canada, whose family of brands include Cadbury, Dentyne, OREO and Ritz,
today announced its four-year partnership as an official supporter of
the Canadian Olympic Committee (COC). As a first-time COC affiliate,
the partnership will be launched with the company's new Pride & Joy
campaign, which celebrates the tremendous national pride Canada has for
"As an official supporter of Canada's Olympic Team, we're absolutely
thrilled to show our athletes just how proud we are of them - as a
nation, as a company and as Canadians," said Janine Keogh, Vice
President, Biscuit Category, for Mondelēz International in Canada. "As
a snacks company, we bring joy to Canadians every day through our
delicious brands. We wanted to create a program that celebrates joy in
a different way and the Olympic Games provide the perfect opportunity
to bring our collective pride and joy to life as we cheer alongside our
The Pride & Joy campaign, launching in January 2014, includes four
limited edition Christie products, eye-catching in-store displays, an
interactive app, thousands of prizes, a broadcast integration with
CBC/Radio-Canada during the Winter Olympic Games, and an opportunity
for two Mondelēz Canada employees to act as ambassadors for the company
at the Olympic Games.
Limited edition Pride & Joy packages include OREO, Ritz Crackers, mini Chips Ahoy! and Maple Leaf cookies,
each celebrating Canada with symbols of pride.
The Pride & Joy interactive app will alert users in real time of amazing moments during the Winter
Olympic Games. When Canada wins or when our athletes experience
something extraordinary, users have the chance to win thousands of
instant prizes, including a grand prize trip to the Men's Gold Medal
Hockey final. The app will be available for download at iTunes, Google
Play and at prideandjoy2014.ca as of January 1, 2014. Mondelēz Canada
will also donate $1 per download to the Canadian Olympic Foundation up
"Pride" and "Joy" are two unique animated characters that will bring the campaign to
life. These universal characters embody our patriotic spirit by
visually expressing our nation's pride and joy through dance, cheers
and other fan antics - in real-time. "Pride" and "Joy" will be cheering
through various Mondelēz Canada brand Facebook pages (Cadbury Dairy
Milk, OREO, Dentyne and Ritz Crackers), in-store displays, the
interactive app and through the CBC integration.
The CBC/Radio-Canada partnership includes a broadcast integration of the medal ceremonies, which will
include the Pride and Joy characters in fun animations tied to the
specific events taking place.
Mondelēz Canada will also host an internal contest for employees to show their pride
and joy for a chance to win a week-long trip to Sochi, Russia during
the Winter Olympic Games and act as an Ambassador at Canada House.
"The COC is humbled by Mondelēz Canada's generous support through their
upcoming Pride and Joy campaign," said Marcel Aubut, President,
Canadian Olympic Committee. "We are honoured to partner with such an
iconic powerhouse in Canada and thank Mondelēz Canada for helping our
athletes move forward on their road to the podium."
MediaVest is the media buying agency of record, Jungle Media is the
strategic planner for the partnership, The Hive is the creative agency
of record and Edelman is the public relations agency of record.
About Mondelēz International
Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking
powerhouse, with 2012 revenue of $35 billion. Creating delicious
moments of joy in 165 countries, Mondelēz International is a world
leader in chocolate, biscuits, gum, candy, coffee and powdered
beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milk chocolate, Jacobs coffee, LU, Nabisco and Oreo biscuits, Tang powdered beverages and Trident gum. Mondelēz International is a proud member of the Standard and
Poor's 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational.
SOURCE: Mondelez Canada
For further information:
Stephanie Minna Cass
Mondelēz Canada, Inc.