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The brand is also putting Cadbury Buttons, Cadbury Mini Eggs and other familiar brands back inside the chocolate egg once again.
Last year’s relaunch and repositioning saw the full range divided into clear, distinctive and easy-to-shop categories. The categories for the Cadbury shell-eggs are “Surprise & Delight”, “Traditional Gift” and “Special Gesture” and have been designed distinctively to make the positioning of each pack clearer for shoppers at first glance across the range.
Charlotte Parkes, senior brand manager for Cadbury Easter, said: “This makes it easy to impress and capture the attention of shoppers with a range covering all bases as Easter approaches, speeding up shoppers’ journeys by making it simpler to choose seasonal gifts for others and treats for themselves.
“The Easter season has always been a staple in the retail calendar, but the holiday is blooming more than ever for shoppers, with 84% of shoppers celebrating the occasion in 2023. As the end of the season approaches, we know that gifting grows in importance, and our shell-egg range will create excitement and magic for consumers”.
The Cadbury Worldwide Hide will also return for Easter 2024, enabling people across the UK to hide an egg virtually anywhere in the world for someone they love using Google Maps.
The brand will be visible through in-store POS as well as a fully-integrated campaign across TV, outdoor, social media and YouTube platforms, ensuring that Cadbury once again remains firmly at the heart of the nation’s Easter celebrations.
