The launch of Cadbury Dairy Milk with Creme Egg was part of a product extension strategy for Cadbury Dairy Milk. The strategy involved adding new flavours to the range, including Mint Chips, Crunchie and Turkish Delight.
The launch was supported by a £4m marketing package, including TV adverts and sponsorship of Coronation Street. At the same time an in-store campaign and high-impact display was designed to build strong presence.
The TV campaign focused on the product and communicated to viewers the union of Cadbury Dairy Milk and Cadbury Creme Egg in one bar: “Six of one and half a dozen of another”.
