To win one of 13,000 tickets to the concert consumers need to purchase a packet of Trident and enter the last four digits of its barcode online. The concert is due to take place in November and is exclusive to Cadbury.
Support for the promotion will include outdoor, press, digital advertising as well as in-store point of sale. Ads will feature Beyonce as well as a call to action explaining how to enter the prize draw.
The campaign will use existing packs of Trident rather than specially produced promotional versions.
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