Galaxy Golden Eggs
The market for shareable chocolate at Easter is huge but one that’s long been dominated by Cadbury Mini Eggs. Galaxy had high hopes that its rival concept, Golden Eggs, would give Cadbury a run for its money.
Generations of consumers had been loyal to rivals Cadbury Mini Eggs for years, having absorbed decades of above-the-line support. To succeed, Golden Eggs needed to win at shelf, cut through at point of sale, and stop consumers naturally defaulting to Cadbury.
We used our expertise in Biomotive TriggersTM to generate emotion and action at shelf, before the conscious part of the brain kicks in. This included incorporating a warm golden sunburst on pack to create a sense of optimism, and a trail of glittery gold dust to add a touch of magic.