Oreo, the world’s biggest-selling cookie brand, has appointed Elvis to lead its next European-wide integrated campaign following a three-way creative pitch. This will be the biggest brand activation in Europe in 2019, with the work due to run across 20 countries early next year.

Caroline Baume, Marketing Lead, Europe at Mondelēz says: “Elvis bowled us over with their passion and creativity for our brief. Oreo will be the number 1 Mondelēz brand in Europe this year, and we believe we’ve found the right integrated partner in Elvis to build on this success”.

Caroline Davison, Managing Partner at Elvis adds: “The Oreo brand is synonymous with creativity and innovation the world over, and we’re very much looking forward to helping Mondelēz maximise its unicity further over the current months”.

Mondelēz International is a global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

ELVIS is a global creative partner for famous brands, including Cadbury, Honda, Stella Artois and Budweiser. It joined the Next 15 group in 2017, a communications business which employs over 1,610 people across 39 offices in 14 countries.

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No alcohol beer Budweiser Prohibition has teamed up with Love Island star and personal trainer, Gabby Allen, to unveil a fleet of ‘beer floats’ that will travel the country giving away free Budweiser Prohibition Brew to UK consumers and help them ‘drink smart’ throughout 2018.

The campaign is part of AB InBev’s UK launch of Budweiser Prohibition Brew, the brand’s first alcohol-free beer.

To complement the partnership with Allen and the sampling push, Budweiser is also partnering with Time Out to raise awareness of the new Prohibition Brew and give a helping hand to consumers looking to moderate their drinking this January.

The partnership included a four-page cover wrap on the Tuesday 16th January issue, as well as the distribution of 50,000 product samples with each magazine at key stations across the capital, such as London Victoria, London Paddington, London Bridge and Liverpool Street. An additional 30,000 samples were distributed on the evening of Thursday 18^th January, targeting commuters as they started planning their weekends, who might be tempted to break their alcohol-free resolution.

Time Out has produced a digital hub, which will house content about the alcohol-free beer and advise Londoners on how they can make the most of going out with friends while moderating their alcohol consumption.

Budweiser Prohibition Brew is also working with street food operators Street Feast. Until 3^rd February, Dinerama Shoreditch and Giant Robot Canary Wharf will host the first-ever Budweiser Prohibition taste test, where people will be challenged to taste three different Budweiser beers and guess which is the new Prohibition brew – with winners receiving their next Bud for free.

The Budweiser Prohibition Brew campaign is being supported by an Out Of Home advertising campaign, as well as digital and social content across Facebook, Instagram and YouTube. These elements will focus on Budweiser Prohibition Brew’s great taste, and show consumers that they can still enjoy a beer with friends if they choose not to drink. The social activity will lead consumers to the campaign micro-site, www.budprohibition.com, where they can sign up for a free can of Budweiser Prohibition, redeemable at Tesco.

AB InBev worked with content agency The Story Lab for the partnership with Time Out, while social creative is being handled by Elvis. Anomaly is handling the OOH creative, and the nationwide sampling campaign and the partnership with Gabby Allen is being handled by PR agency 3 Monkeys Zeno.

Sascha Cordes, Senior Brand Manager Budweiser, says: “We are incredibly excited to launch Budweiser Prohibition Brew to the UK, our first ever alcohol-free beer, and even more excited to unveil our fleet that will be delivering the brew up and down the UK, helping the nation stick to their goals this January and beyond. People today are increasingly drinking less alcohol, as part of the broader healthy-living trend. In 2018, we predict this trend to continue, and don’t think there could be a better time for us to launch Budweiser Prohibition Brew for people who are looking for the great taste of beer, but with 0% alcohol.”

In the first two weeks of January alone, Hitwise data suggests searches for “alcohol free beer” increased 171% – but the data also suggests that consumers are finding it hard to stick to their resolutions, with recent searches tailing off.

AB InBev UK research reveals that, as a nation, Britons are definitely drinking less alcohol – a trend that is being driven by millennials – with the low and no-alcohol beer category growing 19.5% in the UK over the past year.

Budweiser Prohibition is the latest beer in AB InBev’s low- and no-alcohol portfolio in the UK, which already includes the market-leading alcohol-free beer Beck’s Blue and Bud Light, brewed to 3.5% ABV.

The expansion of the low- and no-alcohol portfolio is part of AB InBev’s Global Smart Drinking Goals, which includes a pledge that 20% of its global beer volumes will be low-to-no alcohol by 2025, alongside deeper investments in programs that measurably shift social norms and behaviors around the harmful use of alcohol.

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Mondelez is backing its latest Cadbury Creme Egg TV ad, the brand’s first new creative campaign in four years, with an on-pack promotion offering one consumer a day the chance to win £1,000, plus a trade promotion for retailers.

The “It’s Creme Egg Hunting Season” campaign will be supported with a £4m media investment, spanning TV, social, experiential and PR, forming part of a wider £10m marketing investment for all Cadbury brands across the 2017 Easter season.

The 30-second TV ad was created by Elvis Communications. It features a Creme Egg ‘super fan’ named Gregg who announces a three-month Creme Egg Hunting Season in the run-up to Easter Sunday (April 16th 2017).

Gregg is shown on the porch of his custom built Creme Egg Hunting Lodge on wheels, when he spots a Cadbury delivery van containing the season’s first batch of chocolates. Unable to contain his excitement, he sounds his hunting horn and chases after the van, joined by an eclectic mix of fellow Creme Egg fans on a range of vehicles including a ride-on lawnmower, motorbike and sidecar and even rollerblades.

The Cadbury on-pack activity, which is exclusive to the convenience market, marks the return of the Cadbury Creme Egg’s Gooless promotion for 2017. Running from January 1st until Easter Sunday, one consumer every day who buys a gooless Creme Egg will be in with the chance to win up to £1,000. The prize will then be matched for the relevant retailer with either stock vouchers or Love2Shop vouchers.

Cadbury’s Creme Egg first unveiled eggs without the goo for the first time in 2013; 90 eggs were made without the fondant filling as part of a three-month nationwide promotion.

The eggs feature a ‘you’re a winner’ ticket inside instead of goo, but will be indistinguishable from the usual Creme Eggs in terms of looks and weight.

The brand is also giving retailers another chance to win in the lead up to the spring season 2017 with its ‘Take a Shelfie’ competition. Retailers who upload a photo of their Gooless Cadbury Creme Egg display before March 31st 2017 to www.deliciousdisplay.co.uk will be entered into a prize draw for the chance to win up to £250 in Love2Shop vouchers.

Hortense Foult-Rothenburger, senior brand manager for Cadbury Easter, said: “Every year, Cadbury Creme Egg devotees tell us how excited they are that Cadbury Creme Eggs are back on shelves, and the success we’ve seen in 2016 is testament to the fact that fan’s love for the product has not waned.  We have incredible plans for 2017 and are more excited than ever to kick it off with our brand new creative; It’s Creme Egg Hunting Season.”

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