CMW unveils its new ‘Goo on the Loose’ campaign for the Creme Egg Twisted bar – the chaotic brother to the Cadbury Creme Egg. Activity begins with a direct mail ‘security strongbox’ sent to hardcore ‘Goo’ fans – who talk about the brand on social networking sites. The strongbox carries Twisted bars, however the recipient will spot an empty wrapper amongst the bars and a hole in the bottom where one has escaped. The recipient is then challenged to become an agent of the CIA (Cadbury’s Intelligence Agency) and track down the escaped bars. Online advertising of the Twisted bar creating mayhem will also direct potential agents to the site. Have a look: www.cremeeggtwisted.com
Agency: CMW, London, United Kingdom.