This promotion was always seen as multi-staged. The first step was toeducate Canadians on the need for bicycles. Television, guerilla bike tagsand print were all employed to inform consumers of the power of a singlebicycle. In many parts of Africa a bicycle is a symbol of hope, opportunityand, occasionally, survival. The creative demonstrated how bicycles can getchildren to schools, water to thirsty villages, medicine to those in needand goods to market.The second stage pushed consumers to our virtual factory where they couldtransform their Cadbury products into bicycle parts.

The Bicycle Factory was the most successful promotion in Cadbury Canada’s history. The campaign represented a 42% jump in the previous year’s total confection program. It broke all sales records and is being repeated and expanded for 2010 to include other countries in the Cadbury family. Not only were all 5000 bicycles built (which represents 500,000 Cadbury product sales, but another 300 were added on top by some of Cadbury’s key customers. There were also countless blog entries, tweets and facebook groups. Ordinaryconsumers were moved to send emails and letters to Cadbury commending them on the program.