Cadbury launches Creme Egg Twisted

April 28th, 2008 by Terry

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.”

For POS or more information about Cadbury Creme Egg Twisted, please call the Cadbury Trebor Bassett hotline on 0870 191 7343.

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Posted in Britain, Cadbury, Chocolate News

12 Responses

  1. Sera

    One thought: WANT!

    :D

  2. alice

    sounds mad!! ill try it once!

  3. Terry

    Sera – Hopefully they’ll make their way stateside in some import shops.

    Alice – Sounds like the marketing guys at Cadbury went a bit overboard with some of the stuff they wrote, but a year round Creme Egg bar with more fondant than the lacklustre Dairy Milk with Creme Egg sounds like a good idea.

  4. Bagnew

    Can’t you get creme eggs all through the year? We can go out and get one anytime
    You crazy brits….

  5. Terry

    Not unless I’ve missed something, they sell like crazy during Easter and then that’s it, they’re gone again, so I guess it’s taken Cadbury this long to finally wise up.

  6. alice

    a couple of years ago me and my brother had an argument about whether they sold all year round……it turns out hes right, they only sell at easter! id never noticed before!

    hmm terry, when you put it that way it sounds good! but the “kooky” packaging and kerrrraaazzzyyy story to go with it doesnt appeal to me!

  7. Terry

    So they DO only sell at Easter…I wasn’t 100% sure but thanks for not making me look silly.
    And yeah I agree, I don’t see why they go overboard with things like that as it’s so cheesy and everyone I know is put off by those stupid things but if it tastes good then I guess it doesn’t matter. I’ll give it a try at any rate, tis my job.

  8. chris

    i work for a wholesaler and the creme egg twisted is out and its amazing creme eggs first arive around november but arn’t onsale till just after christmas.

  9. babycakes

    yum yum! great new bar firm fave atm with acception of the lion bar n bueno white hehe xx:)

  10. chris

    I want to try one, one day, and see what its like, i bet they taste the same as a creme egg, mmmmm, which i love mostly, creme eggs are on my top list on my favourite chocolate list, hahaha….

    http://www.bebo.com/cremeeggtwisted

  11. Terry

    Appreciate the comments Chris, and the fact that you put my review on there, but a handy link back to here so your friends know who wrote it in the first place would be nice of you, if you don’t mind too much.

  12. RE: Chris

    No problem TERRY, and i hope you didn’t mind me pinching your new creme egg pictures and reviews, etc, if that was ok with you, and if you have got an bebo account TERRY, add me as a friend which you will find on that link on the moderators page, and i will add you as a moderator, if you want…