In the run-up to Halloween 2012, confectionery company Cadbury’s revealed their limited-edition green Creme Egg yolk with an animated advert that pays homage to classic horror movies such as Dawn of the Dead.
The clip, entitled ‘Last Stand’, depicts two regular (apart from the fact they can mumble unintelligibly and drive a car) Cadbury’s Creme Eggs making a daring escape from a group of zombie-like Halloween Creme Eggs. With the help of a remote-control car, complete with whisk-scythed tires, they even manage to rescue a fellow Creme Egg from danger and run a few zombies over along the way, splatting their green yolks against the windshield.
In the dramatic climax, supported by a huge cinematic score, they scramble up a shoelace to the safety of a rescue helicopter above. As the camera pans away, the final aerial shot reveals three regular Cadbury’s Creme Eggs stranded atop a barbeque lid next to the words ‘Get Them While You Last’.
Because Creme Egg sales usually spike in the run-up to Easter, making a limited-edition egg for a holiday that falls at the opposite end of the year was a very clever move on Cadbury’s part. It gave people a reason to buy them at a time when perhaps sales would normally be down.
Using their eggs to recreate some classic horror movie tropes allowed them to make an ad that was not only relevant and relatable, but also comically entertaining for the viewer.
Key Learning Points
Is your product or service likely to sell better at certain times of the year than others? Are you able to predict a lull in business based on previous years? If so, then timely holiday promotions could be your answer.