Mondelez aims to bring families together and drive value into the Easter chocolate category with its latest Easter line-up. On the basis that the top activities for consumers at Easter are eating chocolate; seeing friends and family; gifting chocolate; and going on egg hunts, the company is investing £10m to ensure it remains the leader of the season, with its strong portfolio of brands and products.
Marketing support will begin on the January 1, with the launch of a national Cadbury Creme Egg promotion ‘Hunt the White Creme Egg’ – which involves a convenience-channel exclusive promotion, where the retailer could win £1,000 if a White Creme Egg is found in their store. Plus, Cadbury Creme Egg hunting season will return to TV, supported by a far-reaching digital media campaign.
Meanwhile, two power brands will unite to bring the consumer a popular new flavour – Cadbury Oreo Egg. This new product aims to bring incremental sales to the category, after it proved its success in Canada – where it achieved 62% additional sales to Cadbury Creme Egg.
Also new for 2019, following the success of Cadbury Dairy Milk’s Peter Rabbit plush toy, Mondelēz is introducing Cadbury Dairy Milk’s Cadbury Easter Bunny, which comes complete with a new parent-approved toy – rrp£6.99, 72g, six packs per case.
New to company’s shell egg portfolio, and aiming to build on the success of the inclusion range, is the Cadbury Crunchie Inclusion Egg. This NPD is part of the £40m Crunchie brand and offers a gift-worthy, standout product to the shopper - rrp£12.00, 570g, four packs per case. Cadbury Picnic shell egg will also be launching, which is the sub-brand’s first-ever shell egg – rrp £6.00, 274g, six packs per case.
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