Mondelez International’s Cadbury Creme Egg will become the first confectionery brand in the UK and Ireland tomorrow to use Snapchat Sponsored Lenses. In a campaign developed by Carat, a special filter, available for just 24 hours, will allow Snapchat users to create images showing the eggs spilling out from their mouths followed by an explosion of ‘goo’, Carat’s Eimear McCabe said.
The initiative is the latest execution in the ‘Have a Fling with a Creme Egg’ campaign launched in 2013 and aimed at boosting the brand in the lead-up to Easter. In the UK, part of the initiative was the Cadbury Creme Egg Café, which was open for business for seven weeks. The café raised £15,000 for the Prince’s Trust – a Cadbury Foundation partner – from the ticket and food sales.
The Snapchat breakthrough follows on from Carat taking home the grand prix from the Accenture Digital Media Awards for its work on Guinness’s sponsorship of the Rugby World Cup. The Dentsu Aegis Network agency had a team of planners standing by to activate media around the right Guinness moments as quickly as they occurred during the tournament.