Cadbury Eclairs is looking to promote its two new flavours – Orange Twist and Hazelnut Twist – through an experiential roadshow featuring a string quartet.
The campaign, created by Arc London, features the musicians playing classical music that twists and turns into well-known pop and rock tunes, to show the ‘twist’ in the sweets.
Claire Jeens, Arc London client service director, told Retail Times: “This brand extension from Cadbury’s Eclairs is an exciting reignition of the brand. The experiential activity we’ve developed together offers a brilliant way to reintroduce Eclairs to the target audience.”
The roadshow will allow consumers to try the new flavours, as well as being in with the chance to win musical prizes.
Kaitlin Rimington, Mondelez candy brand manager, added: “This is a key launch for the brand this year, and we’re hugely excited to be working with Arc to bring this campaign to life. Trial of the product is absolutely key and we believe delivering stand-out experiential activity will resonate with our consumers and drive them to engage with the product.”