Every year, Cadbury Creme Eggs hit the shelves between January and Easter. In its home market of the U.K., the seasonal product is still remembered for its marketing slogan introduced in the 1980s: “
How do you eat yours?” (Adweek, Jan. 2022)
Those classic ads highlighted all the unusual and humorous ways that people would indulge in Cadbury Eggs. But in their new campaign, the brand puts a spin on its well-known advertising by challenging people to abstain from eating the chocolate eggs.
In a twist on its annual Cadbury Egg hunt, they have hidden 146 limited-edition, half white chocolate and half milk chocolate eggs in supermarkets across the U.K. Each egg is valued at a different amount ranging from $67 to a WHOPPPING 13,5OO...
But there’s one catch.
To claim their prize, consumers must prove that they have resisted the urge to eat the treat.
“How Do You NOT Eat Yours” launches with two films that show people coming to terms with not being able to eat their Creme Eggs. In the first ad, a man runs a bath, looking forward to indulging in his chocolate egg as he relaxes. But when he unwraps the egg and sees that it is one of the limited-edition ones, he faces a difficult choice between short-term satisfaction and winning money.
The second spot depicts a similar scenario with a couple unwinding in bed, when the man discovers one of the lucky eggs. The frustrated man asks his partner, “
Why would they make an egg you can’t eat?” and concludes with: “
I want an egg.”
Each ad ends on a cliff-hanger, with their decision on eating the eggs unclear.
Not as exciting as the anticipation for a Super Bowl ad, but still pretty good.
I did something similar with my carpet cleaning business, which was pretty successful. (Of course, now that I am talking about, I am thinking "
why did I stop it?") I think I will dust off that campaign and fire it up again.
Anywho....
I had scratch off tickets made with various offers hidden and mailed them to my clients. The key was, that they could not scratch the card until we had finished cleaning.
Prizes included:
- 10% off
- Free chair cleaning
- Whole house cleaning for free.
- And a bunch in between.
The key was that "EVERYONE" was a winner.
Some people got their whole house cleaned and received the 10% off.
Others only cleaned one room, but won the whole house cleaning!
Here's the thing...
I would have never been successful if I just copied what all the other cleaners were doing for advertising. Which, if you have looked at any carpet cleaning ads lately, they are pathetic.
I looked outside my industry and ADAPTED the strategy to my niche.
That is exactly what I teach here at the Deliver Service Now institute.
Adaption.
Look at something and wonder, "
how could I use that in my business?"
Let me know if you try this strategy. I would love to hear your results.