Cadbury Eclairs has given a string quartet the task of amplifying the multi-layered experience of eating its confectionery through the twist and turn of music.
To launch two new Cadbury Eclairs flavours, Orange Twist and Hazelnut Twist, the brand is hosting an experiential roadshow offering Cadbury Eclairs fans a multi-sensorial sensation.
During the activation, devised by Arc London, a string quartet will perform classical music that twists and turns into well-known pop and rock tunes that complement the experience of tasting the new flavours, the company claims.
As the quartet plays, free samples of the new flavours will be distributed amongst the crowds. People will also be encouraged to enter a free prize draw to win one of three musical experiences.
The roadshow, called “Unexpected Encore”, will visit events, including the Southport Flower Show and Cake & Bake show, as well as outdoor venues in city centres and in selected store fronts.
Kaitlin Rimington, Mondelez Candy brand manager, said: “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.”
Claire Jeens, Arc London client service director, said: “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.“