Cadbury followed the Creme Egg season of 2009 with the Twisted Goo on the Loose campaign, focusing on the Creme Egg goo-filled chocolate bars. Using Facebook and Twitter, the bars were portrayed as the badass older brother the Creme Egg, escaped into the UK’s public places to cause havoc. “”Twisted bars are Creme Eggs with attitude and eating them makes you feel like you are seriously breaking the rules – if only for a few moments”. Print and outdoor advertisements showed Twisted bars being thrown in the back of a paddy wagon, wrestled to the ground in a shopping centre or at a football match, all under the new strapline of ‘Goo On The Loose’.
Super Agents were commissioned to travel around the country to track down the missing Twisted bars, with a prize of £20,000 at stake. Winner of the campaign was drama and media teacher Dean Stokes working as a Super Agent for the Cadbury Intelligence Agency (CIA), who started a facebook group, a YouTube channel, WordPress blog, Flickr photography stream, and used his Twitter and MySpace and Bebo sites to spread the word.
Click on the image below to play Dean Stoke’s final video in YouTube (HD)
The Goo on the Loose campaign was developed at Saatchi & Saatchi, London, by executive creative director/copywriter Paul Silburn, executive creative director Kate Stanners, art directors Louisa Almgren and Andy Jex, copywriter Rob Potts.