Cadbury Creme Egg, the Mondelēz International owned chocolate brand, is entering the world of content streaming with the launch of ‘EATertainment’, the first chocolate VOD platform. This tongue-in-cheek initiative was developed in partnership with creative agency ELVIS.
2020 sees the brand take a completely new direction with the launch of its own free-to-access video streaming platform, CremeEggEatertainment.com.
‘EATertainment’ is a playful take on the ever-increasing number of streaming platforms, from established players like Netflix through to new entrants such as Disney Plus and Apple TV Plus.
Inspired by the wide-ranging consumer debate surrounding the best way to enjoy a Creme Egg, the platform will host a wide range of cinematic short films worthy of the big screen; a mindful-mess series and brain-gasmic ASMR episodes. Viewers will be able to instantly stream anywhere on any device.
In addition to a ‘standard’ viewing package, viewers can also unlock ALL-YOU-CAN-EATertainment – a premium option that gives the audience access to additional bonus content by scanning a Cadbury Creme Egg, making ‘EATertainment’ the first streaming platform to offer premium viewing in return for the purchase of a product rather than a direct financial payment.
The initiative is Cadbury Creme Egg’s first non-broadcast channel campaign, in which new audience opportunities are explored alongside highly optimised digital, social and out-of-home plans that offer a taste of what can be found on the hub. As part of this, Cadbury has chosen to partner with Amazon Prime Video to tap into a highly engaged audience of streamers. Two cinematic pieces of original ‘EATertainment’ content, written and produced by Amazon, will sit exclusively on the Amazon Prime Hub, driving viewers left wanting more to CremeEggEatertainment.com.
Strategy, creative and content is by ELVIS. Media planning and buying is handled by Carat, and partnerships are managed by Storylab. PR is led by Golin.
Raphael Capitani, Brand Manager, Cadbury Creme Egg, said: “We’re truly thrilled to reveal this ‘eggciting’ new direction for Cadbury Creme Egg, in partnership with ELVIS. With the launch of ‘EATertainment’, we’re turning the Creme Egg eating experience into entertainment. We’re going to offer people the perfectly paired feast for their eyes and ears when they tuck into a tasty Cadbury Creme Egg.”