Cadbury's latest promotion, developed by Flytxt and Triangle Communications, focuses on the most dynamic sector of the mobile phone market - text messaging. Consumers are invited to 'Text and Win' when they buy any of the ten leading Cadbury brands including Crunchie, Caramel, Time Out and Cadbury's Dairy Milk. The promotion is expected to be on shelf in mid August.

Inside each special wrapper is a code. Consumers simply text the code inside their wrapper to a given number which will, by instant return, reply with either a Win or Lose message.

There is more than £1m worth of prizes to be won across the ten participating brands. Prizes include 100 chances to win £5,000 cash and many more opportunities to win the following prizes; Widescreen TV's, Sony Playstation 2s, DVD Players, Palm Pilots and CD compilations.

The campaign has been developed in conjunction with leading wireless marketing company Flytxt and is the first promotion of its type to be run by a major fmcg organisation. It will be promoted through both TV advertising and via the Cadbury website.

A spokesperson for Cadbury says:

"This campaign has the potential to be one of the most successful we have ever run. It's been very well received by our trade customers, as it's both fun and easy to enter. We're confident that 'Text and Win' will enhance our reputation as the creators of the most innovative promotional marketing campaigns in our market."

Triangle's Director on the Cadbury business commented:

"The facts about SMS are self-evident. Text messaging volumes are growing at around 170% a year. In January alone, some 30 million messages a day were sent, many of them by 16-24 year olds, who are texting family and friends a staggering five times a day. Around three quarters of 15-29 year olds now use mobiles, and the popularity of SMS is not surprising because it's cheaper than making a live call.

We are expecting a huge response to this promotion, particularly as it's one of the first to use this potent new medium."

Carsten Boers, Flytxt's Co-Founder and Director commented:

'We are very excited about working with Cadbury and Triangle - this is a real stamp of approval for the medium that Flytxt has become an expert in. The campaign that Flytxt's technology will be running for this promotion is the largest that has been done to date and the first time that an interactive wireless campaign has been used for sales promotion. We believe that this promotion is pushing the boundaries of how messaging can be used as a marketing tool."