Cadbury is investing £5m in a “Goo Dares Wins” campaign behind what will be one of the longest-ever seasons for Cadbury Creme Egg, which begins on 1 January and runs through until Easter Sunday on 24 April.
“Goo Dares Wins” ties in with the on-going Cadbury “Spots v Stripes” campaign that supports the company’s role as the “Official treat provider” of the 2012 London Olympics.
The Cadbury Creme Egg activity will be a light-hearted campaign to encourage people to take part in “fun dares” against each other to gain points for either Spots or Stripes and register them on the www.cremeegg.com website.
Consumer advertising and new POS, including countertop units, will convey the limited availability of Cadbury Creme Egg in 2011.
The new year will also see the launch of small Freddo and Cadbury Curly Wurly shell eggs, with each containing one countline bar and a beanie Freddo and character snake toy respectively. The eggs are expected to retail for £3.49.