So, with Easter approaching Cadburys are rolling out their Creme Egg range (I personally bloody love these, as does literally everyone else ever) and have a new campaign by Fallon London telling people to 'have a fling' with their chocolate egg. Simultaneously a social media campaign, created by Elvis, supports the fling message and provides an opportunity for Creme Egg fans to have their own flings with the brand. Cadbury Creme Egg Brand Manager, Stephanie Sarantakos, said: “This year will see Creme Egg return to its more playful side as we celebrate the nation’s favourite Easter treat. Due to its limited availability, we want to encourage fans to act spontaneously, give into their cravings and enjoy that moment of passion during the Cadbury Creme Egg season – it won’t last forever.”
Asides from the obvious logistical impracticalities of engaging in a physical relationship with a chocolate egg (been there: I can confirm that the egg did not come first,) unfortunately the advert just doesn't resonate as a particularly imaginative or engaging campaign. Now, I can see exactly [eggs-actly] what they're trying to achieve- the seasonal basis of the product rollout means that they're only available for a short time and thus the relationship of consumer with the product will only be temporary- hence, 'have a fling,' but I can't help feeling that the concept is a little contrived. Arguably they're forcing what is already quite a tenuous relationship between time-and-dating into an entire campaign. In my opinion the previous "How Do You Eat Yours?" was a fantastic campaign, open to humour and imagination, and positively engaging the consumer with the idiosyncrasies unique to the product (most people do eat them differently; I gulp them down in one without chewing, like a diabetic boa constrictor working as a fluffer). I think where that campaign succeeded where this one doesn't is in engaging with the consumer in questioning their own behaviour- making them actively think about how they themselves interact with, as opposed to merely consume, the product.
In my opinion this campaign falls far short of my expectations of the Creme Egg brand (luckily I already bloody love Creme Eggs, as I mentioned earlier,) however the Creme Egg as a product is strong enough in its own right to weather most advertising banality, but I'll be honest in admitting that I did expect more from Cadbury's in blowing the fanfare for 2013's rollout. They're part of that small band of edibles that are encouraged to be physically played with (along with products such as Alphabites, chocolate cigarettes, cheesestrings, etc.) and I think sticking to playing to their strengths would be far more effective in engaging the consumer.
| How do you eat yours? "With great difficulty". Priceless. |
No comments:
Post a Comment