Cadbury Creme Egg is set to launch an integrated marketing campaign encouraging people to be impulsive and ‘have a fling’ with Creme Egg during next year’s Creme Egg season.
The campaign was created by Fallon London and spans TV advertising, digital and PR and has aimed to show how Creme Egg’s limited season ignites some intense passions in people.
Five 10-second TV ads depict a series of people showing their passion for Creme Egg and engaging in a little bit of romance with the brand while they have the chance.
In one spot, a man gives his reflection in a mirror a pep talk as he prepares to go out on the pull, in another, a girl is castigated by a friend for having a fling that she knows won’t last. Other executions show a man sweet-talking an egg in the back of a rented limo, and a romantic dinner for two.
The campaign will launch January 1, 2013 and run until 31 March. A digital and social media campaign, created by Elvis, has also been used to enhance the fling message.
Commenting on the activity, Cadbury Creme Egg brand manager, Stephanie Sarantakos, said: “This year will see Creme Egg return to its more playful side as we celebrate the nation’s favourite Easter treat.
“Due to its limited availability, we want to encourage fans to act spontaneously, give into their cravings and enjoy that moment of passion during the Cadbury Creme Egg season – it won’t last forever.”