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FMCG news : For the first time in its 50-year history, Cadbury’s Creme Egg has gone ‘gooless’

New Easter prize promotion sees Cadbury Creme Eggs going ‘gooless’ for the first time

Mondelēz International  appoints PromoVeritas to handle promotional compliance and verification for the new 2013 Cadbury Creme Egg campaign: Gooless

For the first time in its 50-year history, Cadbury’s Creme Egg has gone ‘gooless’. 90 of the iconic eggs have been specially made without the famous white and yellow fondant filling as part of a three-month nationwide promotion under the banner: Unwrap the Gooless Cadbury Creme Egg.

Those who are lucky enough to purchase one of these ‘gooless’ Cadbury Creme Eggs will be able to claim cash prizes ranging from £100 to £1000. The winning eggs will be identical to regular Cadbury Creme Eggs in look, feel and weight. Purchasers will only know they have won when they open their egg and find a ‘you’re a winner’ ticket inside instead of the goo.

Cadbury Brand Customer Marketing team

Developed in-house by the Cadbury Brand Customer Marketing team, the promotion will run exclusively in selected convenience stores and independent outlets nationwide,  between January and March 2013.

Mondelēz International  has appointed PromoVeritas – the independent promotional compliance and verification service – to handle the secure creation, distribution and random placement of the winning eggs in stores across the UK.

The ticket will include a telephone number which winners must call to claim their cash prize. As well as making sure that the promotion is compliant and implemented fairly, PromoVeritas will also be responsible for validating all winning claims.

Customer marketing manager at Mondelēz International, Laurie Billson says: “We brought in PromoVeritas to guarantee impartiality and fairness and to make sure all winning Gooless Cadbury Creme Eggs are distributed at random and in accordance with the CAP Code.

“We put a heavy emphasis on ensuring that all Cadbury brand promotions are fair, compliant and offer an equal opportunity for consumers to win and share in the excitement of the promotion.

“As a company, we have worked with PromoVeritas on a number of promotions, most significantly the Cadbury Unwrap Gold promotion which offered tickets to London 2012 via hundreds of Golden Ticket bars. Their expertise fills a vital gap that is often overlooked by many promoters.

Gemma Cutting, Senior Account Manager at PromoVeritas says: “Instant win promotions such as this can provide real value and excitement for consumers, but real headaches for promoters. Problems can occur at many key stages, such as printing, pack creation, distribution and prize claims. Our involvement on this type of project provides total security to the promoter as well as reassurance and trust to consumers.

“It also enables us to ensure that we deliver on our corporate slogan of ‘we help promoters sleep at night’.”

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