NEW TV AD FOR CADBURY CREME EGG
Cadbury, the UK’s number one selling confectionery manufacturer, is creating more moments of pleasure by launching Cadbury Creme Egg in 2010 with a brand new TV ad as part of a £5million investment behind its ‘Here Today Goo Tomorrow’ campaign.
Cadbury Creme Egg is the number one selling confectionery brand at Easter with over 101 million eggs sold during the season. The new TV advert creates a fanfare around the return of Cadbury Creme Egg. It features a collection of Cadbury Creme Eggs attending a glitzy Hollywood movie premier. The Cadbury Creme Eggs settle for the film, removing their foils and putting on 3D glasses.
The film starts with the words ‘Ready Steady Goo’ in 3D. There is a stunned silence, before the Cadbury Creme Eggs begin to goo themselves, flipping up the movie theatre seats sending themselves flying all over the place and creating ‘Goo’ mayhem.
The ad ends with the strap line: “The Creme Egg Season has started – 1st January – 4th April”. This new execution will help retailers draw customers back into confectionery post Christmas and maximise the length of the Easter season, airing on terrestrial TV on 1st January.
The new advert is the first in the campaign, which will include a further five TV executions, outdoor, digital and PR. The remainder of the campaign continues to celebrate the limited availability of Cadbury Creme Egg, maintaining sales through the season and ending on the “Gooing gooing gone (until next year)” message to create a
As part of the outdoor campaign, six sheet posters positioned outside of shops will help drive impulse purchases. Cadbury will also focus on engaging with customers through digital channels with two different iPhone applications and an online game that will involve helping Cadbury Creme Eggs to fulfil their ‘gooing’ destiny before the end of the season.
Kate Harding, Trade Communications Manager at Cadbury, comments:
“Cadbury Creme Egg is the biggest selling count line between January and Easter and by investing £5million into the campaign, the limited availability message, proven to motivate purchase, will be reinforced to consumers. With another innovative television advert to support the campaign, Cadbury Creme Egg will be at the front of consumers’ minds this Easter.”
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