Alesha Dixon Fronts Toblerone Campaign

LONDON U.K. pop act Alesha Dixon is to front a new campaign for Toblerone chocolate, offering fans a free download of an exclusive new track.

The free track is called “Before the Sun Goes Down,” her label Asylum U.K. confirmed. The label is a division of Atlantic Records U.K.

“Before the Sun Goes Down” will be available as a free download using codes with promotional packs of Toblerone. Downloads can be accessed at, while fans will also be able to enter a competition to win a pair of VIP tickets to see Dixon in concert and meet her. The competition also extends to signed merchandise and Toblerone bars.

“We’re delighted to have Alesha on board — she’s a great personality and the perfect fit with the brand,” said Jane Furze, Toblerone marketing manager at Kraft Foods U.K., in a statement.

The promotion will run on 100g milk, fruit and nut and honeycomb crisp Toblerone bars until Sept. 30, and the free download is available until May 30, 2010.

Paul Craig, svp, artist partnerships, Warner Music U.K., said the partnership “offers her further visibility in stores across the country and deepens her connection with her audience.”

“This deal is further evidence of our ability to partner with artists across all aspects of their careers, taking a more coordinated holistic view that helps develop an ongoing dialog with fans and long-term success,” he added. “As a fun, quality brand, Toblerone is a great fit with Alesha’s winning personality and upbeat pop sound.”

–Nielsen Business Media