That time of year has rolled around again. Creme Egg advertisements are being rolled out so it must be near Easter, This time Cadbury’s has produced a dedicated website.The confectionary manufacturer is sticking with the story that proved so popular last year – Cadbury Crème Eggs have escaped and are on a mission to release their goo. Cue the strapline – your country need goo!
As with last year, visitors to the website can follow all the egg-sploits on the dedicated website but this time those pesky eggs have wandered even further They can be seen popping up on their websites such as MSN, Yahoo and YouTube. Once consumers have located the eggs they can enter a special code onto the dedicated website t win prizes such as spoons, beach balls, red letter days and a trip to New York. The campaign includes a quiz on Facebook and there are several games on the site to keep the most eggs-itable fans busy.Cadbury’s are building on the success of a campaign that proved popular last year and looks likely to be again.
BRAND: Creme Egg
BRAND OWNER: Cadbury
CATEGORY: Confectionery/ Snacks
REGION: UK
DATE: Jan 2010
MEDIA AGENCY: CMW
MEDIA CHANNEL
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Wednesday, April 15, 2009
Cadbury Creme Egg :::Here today, goo tomorrow
BRAND OWNER:Cadbury
CATEGORY:Confectionery/ Snacks
REGION:UK
DATE:Jan 2008 - Mar 2008
With Easter coming early in 2008, Cadbury was keen to improve upon the previous year’s Creme Egg sales in a shorter sales period.
Cadbury was looking for a new way to engage with the target audience of 16-24 year olds, moving away from the 23 year old ‘how do you eat yours?’ campaign.
Creme Egg integrated with Bebo’s hit online soap opera Kate Modern by creating a fake live event in central London. A Creme Egg Bebo profile page enabled consumer conversation and a place to host the Creme Egg content. It also specially commissioned episodes of cult online series Weebl and Bob and hosted it on movie-themed website goovies.co.uk. There were spoofs of cult films (including Goobusters, Goo and the City and the Wizard of Goo) and introduced the new Creme Egg character.
CATEGORY:Confectionery/ Snacks
REGION:UK
DATE:Jan 2008 - Mar 2008
With Easter coming early in 2008, Cadbury was keen to improve upon the previous year’s Creme Egg sales in a shorter sales period.
Cadbury was looking for a new way to engage with the target audience of 16-24 year olds, moving away from the 23 year old ‘how do you eat yours?’ campaign.The key consumer insight was that people have a unique experience of the Creme Egg brand.
Unlike other chocolate products, Creme Egg brand values are lived through its consumption, developing a unique consumer connection.. For the youth audience Creme Egg is all about play, so the communication strategy was based on bringing Creme Egg to life through play.
The return of Creme Egg was announced through homepage takeovers, placement of the TV ads online, search, Yahoo spoof editorial and synchronized display formats targeted to the core audience.
Creme Egg integrated with Bebo’s hit online soap opera Kate Modern by creating a fake live event in central London. A Creme Egg Bebo profile page enabled consumer conversation and a place to host the Creme Egg content. It also specially commissioned episodes of cult online series Weebl and Bob and hosted it on movie-themed website goovies.co.uk. There were spoofs of cult films (including Goobusters, Goo and the City and the Wizard of Goo) and introduced the new Creme Egg character.As a result, there were over 3.5m visits to the microsite, 120,000 WAP site visits and 105,000 mobile game downloads. 180 million more Creme Eggs were sold - a sales increase of 1.8% year-on-year.
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