Cadbury turns Creme Egg rituals into a playful product with the GooTool
Cadbury has launched a limited-edition ‘GooTool’ after new research revealed the inventive ways Brits are eating their Creme Eggs.
The brand’s latest idea leans into a long-running product question ‘how do you eat yours’ – by celebrating the nation’s increasingly unconventional habits.
According to the research, half of Brits have used a utensil, while 39% are even open to grating their Creme Egg.
In response, Cadbury has created a multi-tool designed to elevate these personal rituals.
The GooTool combines a spork, grater, tweezers, straw and whisk, each tailored to a different approach to tackling the goo-filled treat.
The campaign plays on quirky rituals as something to be embraced rather than corrected.
It also taps into distinct customer “eating personalities”, from private indulgence to unapologetically messy enjoyment.
Sarah Walker, Cadbury Creme Egg Brand Manager, said: “We’ve always known our fans are brilliantly bonkers… The ‘GooTool’ is the ultimate accessory for perfecting your personal eating ritual.”
With its tongue-in-cheek design and social-first rollout, the GooTool positions Cadbury at the centre of an enduring seasonal conversation.
PR campaign by Ogilvy.
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