Cadbury’s have gone the extra mile with its Olympic product and promotional activity, but one pack in particular stood out for me.

When Cadbury’s Dairy Milk gave away a chocolate gold medal with a red, white and blue ribbon with their Easter egg earlier in the year it was a real winner, adding value in an ‘I want one of those’ kind of way. Now it’s back (or did it ever go away?) but this time without the egg.

The cleverest part of this packaging is that it probably re-purposes a production line that’s been churning out foil-wrapped chocolate discs for ever and a day, in the form of the bags of chocolate money that make great Christmas stocking fillers.

All of which shows that when it comes to special occasions, you can always rely on a strong performance from the confectionery team.