‘You’re off’ will repurpose the infamous red card with a distinctly more appetising twist, with recipients holding their heads high as they jet off to sunnier climes for a football-themed foray - instead of slinking off for an early bath.
Five Cadbury FC holidays are up for grabs including a long-haul trip to Australia to see Manchester United take on Perth Glory as well as the opportunity to visit Singapore to witness Tottenham Hotspur in action.
Runner-up prizes include the chance to win 50 pairs of Premier League tickets for the next season as well as a variety of football flavoured merchandise.
Lara Mitchinson, account director at BD Network, said: “Our aim was to create a Premier League campaign that excited football fans, as well as appealing to a wider audience who would still be engaged with the prize offering. Our creative is disruptive in a playful manner, ensuring Cadbury has strong visibility.”
£1m of promotional activity will include out of home, social and radio coverage.
Cadbury is currently going back to the eighties by channeling Jason Donovan and Kim Wilde to promote 'grown up' dark milk chocolate.