In a competition idea that borrows heavily from the chocolate promotion of Roald Dahl’s Willy Wonka, British confectionery company Cadbury’s is set to hide codes inside the wrappers of up to 65m chocolate bars.

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From mid-August, those consumers who find a code must text it back to the company using a mobile phone, where it might be translated into a prize.


The competition, which is being run through the company’s leading chocolate sellers, is the largest trial yet of wireless advertising.

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