New twist on Cadbury's Creme Egg

02 May, 2008

Cadbury's is bringing out a chocolate bar version of its popular Creme Egg, to give the brand's so-called "goo" more year-round appeal.

The company described Creme Egg Twisted as its "biggest chocolate innovation this year" and will be backing it with a TV and digital ad spend worth 2 million.

The first screening of an ad is scheduled for ITV's coverage of the Champions League Final on May 21.

Kate Harding, trade communications manager at Cadbury Trebor Bassett, said: "Cadbury Creme Egg is the number one selling chocolate single in spring.

"Twisted reflects the Creme Egg personality in a convenient-to-eat format that will become part of shoppers' repertoires all year round."

Point-of-sale material for the brand is available.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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