U.S.-based beverage conglomerate Mondelēz Int'l is to launch Paralympic-themed campaigns for brands such as Cadbury, Oreo and Philadelphia "after signing its first major corporate sponsorship deal to partner with the British Paralympic Association," according to Sebastian Joseph of MARKETING WEEK. Mondelēz "will launch brand activations" featuring BPA and ParalympicsGB athletes such as IPC World Athletics Gold Medal-winning athlete Richard Whitehead and wheelchair racer Hannah Cockroft through March '17 "to exploit what it describes as a 'strong' Paralympic movement in the UK." It will also see the business "continue to support the organisation’s grassroots Sports Fest initiative, previously Paralympic Potential Days, through the Cadbury Foundation." Mondelēz "will launch the partnership next month" to mark National Paralympic Day, when top disabled athletes will return to Queen Elizabeth Park "to celebrate one year on from the London 2012 Paralympic Games." It is "the first major corporate sponsorship deal from the company since it was spun off from Kraft International last October" (MARKETING WEEK, 8/27).
