Here Today Goo Tomorrow

Background

Because Cadbury Creme Egg is only on sale for three to four months a year (start of January to Easter), it is effectively relaunched every year, and brand awareness is critical in driving sales. This year there was an added challenge: a new creative approach. The iconic ‘How do you eat yours?’ was replaced by ‘Here today, goo tomorrow’ with Creme Eggs intent on ‘getting their goo out’. The challenge was to get 16 to 24-year-olds talking about and interacting with the Creme Egg brand in a fun, light-hearted way.