Cadbury Launches Creme Egg Twisted

26/04/08 Cadbury Trebor Bassett (CTB), the UK's No.1 confectionery manufacturer, will be providing the Creme Egg experience all year round with the launch of Cadbury Creme Egg Twisted.

The new product has Creme Egg “goo” twisted in a chocolate tube and has an RRP of £0.46.

Launching on 19th May, Cadbury Creme Egg Twisted is CTB's biggest chocolate innovation this year. There will also be a brand new TV advertising campaign airing on 21st May to promote the bar.

A £2 million marketing spend will support the launch, including TV advertising, digital, PR and dedicated point of sale (POS). Cadbury Creme Egg Twisted, which replaces the Cadbury Dairy Milk variant, reflects the personality of the Creme Egg brand in a fun and novel way, delivering the same great taste in an innovative bar.

Twisted is the perfect solution for on–the-go consumption and the success and popularity of the Creme Egg brand offers a unique opportunity for retailers to capitalise on the all year round sales.

The TV advertising campaign will carry the strapline, “It's no Creme Egg… it's Twisted!” and picks up where the recent 'Here today, Goo tomorrow' ads for Cadbury Creme Egg left off.

Out of the wreckage of an exploded Creme Egg the new Twisted bar – the evil cousin of the Creme Egg - comes to life in a sinister, horror-style transformation and begins causing mayhem.

As with the Cadbury Creme Egg adverts in which the eggs embark on a series of amusing missions to 'release their goo', the Cadbury Creme Egg Twisted adverts will have a similarly light-hearted tone, showcasing the mischievous personality of the new bar.

The first screening of the ad is scheduled to take place on 21st May during the high profile Champions League final. There will be two adverts, both 30 seconds in length beginning with a top and tail format for first few days only, showing 10 seconds at the start of the break and the last 20 seconds at the end.

Research from CTB revealed that 90% of consumers would like the Creme Egg experience throughout the year and as the “goo”, not the egg shape, is the key driver for consumption, the new format will appeal to both existing consumers and promote new trial. Kate Harding, Trade Communications Manager at Cadbury Trebor Bassett comments: “Cadbury Creme Egg is the number one selling chocolate single in Spring and we are very excited about the launch of Cadbury Creme Egg Twisted which we hope will prove extremely popular with consumers.

“Twisted reflects the Cadbury Creme Egg personality in a convenient to eat and exciting format that will become part of shoppers repertoire all year round. Retailers should take advantage of the dedicated POS and use it in-store to drive trial at launch.”