cadbury dairy milk with creme egg bar
Launched in 2006, Cadbury Dairy Milk with Creme Egg bar saw two of Cadbury’s biggest brands coming together for the first time.
In the UK, Cadbury Dairy Milk is the biggest brand in the “Chocolate Snacking” category, and every year Cadbury Creme Egg is the fastest-selling chocolate confectionery product on the market from January to Easter.
The Cadbury Dairy Milk with Creme Egg bar takes the Creme Egg “Goo”, wraps it in Cadbury Dairy Milk chocolate, and ‘squishes’ it into the familiar bar format.
The bar format was used so that target consumers can enjoy it when they’re out and about, and all year round.
The bar was designed to integrate with other bars in the Cadbury Dairy Milk brand range, which include Cadbury Dairy Milk, CDM Fruit and Nut, CDM Wholenut, CDM Caramel, CDM Crunchie, CDM Biscuit, CDM Mint Chips, CDM Turkish Delight, and CDM Bubbly.
The launch was supported by a £4m marketing package, including TV adverts and dedicated Coronation Street idents. At the same time an in-store campaign combined with impactful 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.