LONDON - As the official Creme Egg season has now drawn to a close, the time has come to focus on the eggs' badass older brother, aka Cadbury Creme Egg Twisted - the Creme Egg goo-filled chocolate bars. And so, this month Saatchi & Saatchi is launching its nationwide outdoor campaign for Twisted, showing the bars taking bad behaviour to the extreme.
Under the watchful eye of the agency, Twisted bars have been 'papped' running amok across the country. The images include Twisted bars being thrown in the back of a paddy wagon, wrestled to the ground in a shopping centre or at a football match, all under the new strapline of 'GOO ON THE LOOSE'.
This latest campaign positions Twisted as the real wild one of the Creme Egg family, banishing the childlike, playful image of the brand and appealing to the rebel in us all.
"We wanted to give Twisted a more badly behaved, adult personality than its Creme Egg sibling," explains Paul Silburn, Creative Partner at Saatchi & Saatchi, London. "Twisted bars are Creme Eggs with attitude and eating them makes you feel like you are seriously breaking the rules - if only for a few moments."
"The campaign from Saatchi & Saatchi gives Twisted a clear identity of its own, that is more grown-up, but with a rebellious twist. And this is very much what Twisted is all about. We're sure people are going to love it," says Phil Rumbol, Director of Marketing at Cadbury.
The six-sheet ads began appearing on the 18th May, while the bus super-sides and bus mega-rears launched on the 4th May.
This new campaign takes the Twisted positioning away from the "It's no Creme Egg, it's Twisted" work brought out for the launch of the bars last year. This is the second campaign that Saatchi & Saatchi has produced for Cadbury since it won the account and follows the Creme Egg work launched earlier this year.