21st Jun 2012 - 00:00
Abstract
Cadbury has unveiled plans for a free and interactive experience in London’s Hyde Park, as part of its sponsorship of the London 2012 Olympic and Paralympic Games.
Open from 27th July until 12th August, Cadbury House will "celebrate the mythical world of Joyville", the fictional town where Cadbury Dairy Milk comes from. Olympian Steve Backley gave his backing by encouraging people to seek out alternative ways to experience the Olympic Games in the capital: "There are many different magical experiences that form part of Cadbury House but the one I am most excited about is the Great Games Zone, where people will get the chance to try their hand at a number of sports with a Cadbury twist." Cadbury House begins with a giant walkway taking visitors through to the Joyville tasting zone before continuing into the Chocolatrium. It's here that guests can take part in five experiences for each brand: Twirl, Creme Egg, Wispa, Freddo and Cadbury Dairy Milk. The Great Games Zone gives visitors the chance to go head-to-head in a virtual race against with Rebecca Adlington before receiving their celebratory chocolate medal. Cadbury House will form part of BT London Live, a partnership between the Mayor of London, The Royal Parks and The London Borough of Tower Hamlets and the capital's premier event for the open-air screening of the London 2012 Olympic and Paralympic Games.