Cadbury is preparing to unveil its first confectionery capitalising on its 10m sponsorship deal with TV soap Coronation Street.
A Coronation Street Easter egg will appear in the shops from March, to coincide with the huge boost to the chocolate market at that time of year. According to sources, Cadbury did not have enough time to bring out a Coronation Street-themed product for Christmas, which is the climax of the confectionery year.
The egg, filled with miniature Cadbury’s chocolate bars, will be aimed at teenagers and young adults. It features the Coronation Street sign and the Cadbury logo on pack.
A picture of the Coronation Street local, the Rover’s Return, and the Cadbury sponsorship credit will also be used.
Cadbury’s Coronation Street Egg is not the first confectionery modelled on the popular ITV series. A small sweet manufacturer, Ashbury Confectionery, produced an assortment called Coronation Street Treats themed around the soap’s actors and actresses, before Cadbury clinched the programme sponsorship with Granada this year.
A Cadbury spokesman confirms the egg launch.
Cadbury’s new chocolate countline Fuse, revealed in Marketing Week (July 5), was launched yesterday (Tuesday). The company sponsored cable channel Live TV for the day and hired a fleet of 26 advertising vans to mark the event.