Mar 14, 2016 10:12 GMT Creme Egg becomes the first confectionary in the UK to launch a snapchat sponsored lens

This weekend saw become the first UK confectionary brand to use the Snapchat ‘Sponsored lenses’ platform.

On Saturday 12 March, available for 24 hours, the special filter allowed Snapchat users to give their selfies a Cadbury Creme Egg – with Cadbury Creme Eggs hearts spilling out from their mouths and finishing with an explosion of the famous Cadbury Creme Egg ‘Goo’. The activity saw fantastic levels of consumer interaction, with over 11 million views in the UK hugely surpassing the average of one to three million views and even the likes of famous blogger Zoella sharing pictures of herself enjoying the special lens.

The innovation was conceived and led by the integrated agency Elvis and is the latest iteration of the multi-award winning ‘Have a Fling with a Creme Egg’ campaign. The campaign was established in 2013 and is part of a wider 360 degree campaign aimed at driving brand and product love in the lead-up to .

Part of this initiative was the Cadbury Creme Egg Café, which closed its doors on Sunday 6th March after being open for business for seven weeks. The Café raised £15kaprx for the Prince’s Trust from the ticket and food sales; money which will help disadvantaged young people get their lives back on track.

Laura Mimoun, Brand Manager for Cadbury Creme Egg, said: “Although the Cadbury Creme Egg Café has now closed, we’re still looking at fun ways, in the lead up to Easter, to celebrate the nation’s love for Cadbury Creme Egg. Snapchat is a unique platform that reaches a very specific audience in a native environment. Its tone of voice and brand personality is spot on for Cadbury Creme Egg and is key for our target audience. We’re excited to have been the first confectionary brand in the UK to use the Snapchat lenses platform and it was great to see so many consumers interacting with the lens.”

Laura added: “The Cadbury Creme Egg Café was a great success with consumers and we’re so thrilled that we’ve raised money for the significant causes that The Prince’s Trust support.”

About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) empowers people to right in over 150 countries around the world. With 2020 net revenues of approximately $27 billion, MDLZ is leading the future of snacking with iconic global and local such as , and LU biscuits; , and ; candy and gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com or follow the company on Twitter at www.twitter.com/MDLZ.

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