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€15m ad deal

CADBURY today launched the multimillion-euro "spots v stripes" advertising campaign as part of the run-up to the 2012 Olympics in London.

The campaign, which is being rolled out across the UK and Ireland, is one of the biggest of the year, with the chocolate maker investing some €15m in Ireland alone. It is focused on the idea of getting people to play games and not necessarily focused on sports alone.

Cadbury Ireland managing director Brian O'Sullivan sees the campaign as key for the brand between now and the Olympics.