Maybe Disney+, Netflix, Hulu, Apple and HBOMax aren’t enough, and what consumers really want is eatertainment for a better streaming eggsperience. Cadbury is counting on it as they launch a new VOD streaming service in the UK promoting their iconic creme eggs.
What Is The “Creme Egg Eatertainment” Platform?
According to AdAge, the Creme Egg Eatertainment streaming platform “will host a range of tongue-in-cheek content, including ‘cinematic short films’ and ASMR episodes.” Cadbury hopes the original content will heighten the egg-eating experience, and the programming appears to align with that goal. One Creme Egg show, The Last Delivery, is about a baker and her pals desperate to get the last available baking supplies so they can make their last delivery.
“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,” said Raphael Capitani, Brand Manager of Cadbury Creme Egg.
Beginning in February, Amazon will write and produce two pieces of content that will live on the Amazon Prime Hub but drive viewers to the Creme Egg Eatertainment Platform.
How Are The Actual Creme Eggs Part Of The Streaming Platform?
In addition to encouraging consumers to eat their Cadbury Creme Eggs while enjoying the original Cadbury content, the Mondelez-owned brand is giving users the opportunity to enjoy premium level eatertainment with the scan of a Cadbury Egg. The standard Cadbury viewing package can be accessed with a few personal details. Egg-scanners can also be entered into a sweepstakes for a chance to win a cash prize, but, like the streaming service itself, the sweepstakes is only accessible to UK residents.
What Benefit Does Cadbury Get From Their New Streaming Service?
Despite only being available four months of the year, Cadbury Creme Eggs are the fourth most popular Cadbury product, so why launch something so unexpected? “Consumers today either want utility or entertainment – and increasingly ignore brands and ads that don’t deliver against this,” said James Hudson, Associate Creative Director of the Creme Egg Eatertainment creation and deployment. “Cadbury Creme Egg is a brand born to entertain, and what better way to act like an entertainment brand than playfully wading in to the streaming war?”
At a time when consumers are savvier than ever about advertising, focusing on brand building in a playful way, that optimizes consumer interest in streaming, can be a winner for a heritage brand launching a modern idea.
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