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Galaxy Golden Eggs

A golden proposition

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.

Brand GuardianshipBrand IdentityBrand StrategyPackaging

The insight

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.

The idea

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.

The impact

£8.5m
total brand value in two years
+32%
growth since launch
+13%
growth in excess of category
+71%
sales increase in overall Galaxy seasonal

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Get in touch

Give us a call, drop us an email or just pop by one of our studios.

Leeds

105 Water Lane,
Leeds,
LS11 5WD

+44 (0)113 318 4500 [email protected]

London

27 Gee Street
London,
EC1V 3RD

+44 (0)20 7637 0884 [email protected]

New York

531 West 25th Street
3E, New York,
NY 10001

+1 (646) 2530520 [email protected]

Melbourne

78 Docker Street
Richmond,
VIC 3121

+61 (0)3 9207 8100 [email protected]

Singapore

759A North Bridge Rd
Singapore,
198727

+65 6298 1858 [email protected]
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