Netflix, Disney Apple, Amazon ... and now Cadbury Creme Egg. The Mondelez-owned brand is getting on the streaming platform bandwagon with its own "service," targeting U.K. fans of its gooey chocolate eggs a few months ahead of Easter.
The Creme Egg Eatertainment platform, developed by agency Elvis, will host a range of tongue-in-cheek content, including "cinematic short films" and ASMR episodes. In addition to a "standard" viewing package accessed by filling in a few details, viewers can also unlock a premium option that gives the audience access to additional bonus content by scanning a Cadbury Creme Egg. According to Cadbury, this makes it the first streaming platform to offer premium viewing in return for the purchase of a product rather than a direct financial payment.
Cadbury has also partnered with Amazon to promote the content, with two pieces of original content, written and produced by Amazon, sitting exclusively on the Amazon Prime Hub to drive viewers to the Cadbury platform.
“Consumers today either want utility or entertainment – and increasingly ignore brands and ads that don’t deliver against this,” said James Hudson, associate creative director, Elvis, in a statement. “Cadbury Creme Egg is a brand born to entertain, and what better way to act like an entertainment brand than playfully wading in to the streaming war? “