How Advertising Helped the Cadbury's Creme Egg Get Its Timing Right

Christine Garland

This brand had started to decline by the early 1980s. It depended for its appeal on being a self-indulgence linked to Easter, so with a limited selling period.
Agency: Gold Greenlees TrottAuthor: Christine Garland

How Advertising Helped the Cadbury's Creme Egg Get Its Timing Right

SUMMARY

The Cadbury's Creme Egg is a unique chocolate brand bought in the period before Easter each year. It had shown rapid growth in the 1970s with the onset of advertising. However, by the early 1980s, sales had started to decline. The trade became overstocked and eggs no longer disappeared from the shops after Easter. Consumer purchasing fell. Heavyweight advertising appeared to have no effect. The problem stemmed from the unique nature of the brand. Creme Eggs depended...

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