Cadbury will use a playful element to support its Crème Egg brand in a new campaign that will kick off in January.
The effort, created by Fallon, will encourage people to be impulsive and have a fling with a Crème Egg.
The cross-platform drive will span TV, digital, and PR. It will highlight how Crème Egg's limited season ignites some intense passions in people, and it invites fans to get their fix of their favorite Easter treat while they still can.
The campaign will include five tongue-in-cheek, 10-second TV ads depicting people showing their passion for Crème Egg and engaging in a little bit of romance with the brand while their flings last.
In one advertising spot, a young man gives his reflection in a mirror a pep talk as he prepares to go out on the town. In another, a girl is castigated by a friend for having a fling that she knows won't last.
A digital and social media campaign, created by Elvis, supports the “fling” message.
The latest campaign marks a change in direction for the brand, which only advertises from January and March. Last year, its marketing was focused on Cadbury's sponsorship of the London 2012 Olympics
The campaign will air starting January 1, 2013.
This article originally appeared on the website of Marketing, the sister title of PRWeek at Haymarket Media.