News

Asylum UK, a division of Atlantic Records UK, today announced that Alesha Dixon is to front a new campaign for Toblerone from July, offering fans a free download of an exclusive, brand new track and a competition to win VIP tickets to her UK tour.

As the queen of summer anthems, Alesha Dixon is known for her perfect pop hits and this summer sizzler, ‘Before the Sun Goes Down’, is no exception.  The track will only be available as a free download via promotional packs of Toblerone*, which will feature unique codes to be entered on the Toblerone website.  

Alesha fans will also have the chance to win a pair of VIP tickets to see her much-anticipated live show and meet the star in person, as well as being able to enter a free draw to win exclusive signed merchandise including albums, photos and Toblerone bars.

The new promotional packs have real shelf stand-out, featuring pictures of Alesha and details of the offer to help retailers encourage purchases.

Jane Furze, Toblerone Marketing Manager at Kraft Foods UK, said: “Enjoying Toblerone while listening to great music is a favourite treat for many customers, and this promotion gives them the chance to get their hands on a top track before anyone else.

“We’re delighted to have Alesha on board – she’s a great personality and the perfect fit with the brand.”

Paul Craig, SVP, Artist Partnerships, Warner Music UK said “This deal is further evidence of our ability to partner with artists across all aspects of their careers, taking a more co-ordinated holistic view that helps develop an on-going dialogue with fans and long-term success. As a fun, quality brand, Toblerone is a great fit with Alesha’s winning personality and upbeat pop sound. Whilst the popularity of Alesha’s platinum-selling album ‘The Alesha Show’ continues to build, this activity offers her further visibility in stores across the country and deepens her connection with her audience.”

The promotion will run on 100g Milk, Fruit & Nut and Honeycomb Crisp tablets until 30th September 2009, download available until 30th May 2010.

*The track will be exclusive to Toblerone until the 30th September 2009, but downloadable until the end of the promotion, 30th May 2010. After September, the track may be released as a single or appear as an album track.