Cadbury Creme Egg has teamed up with beer brand Goose Island to create Golden Goo-Beer-Lee Creme Stout, the first-ever Cadbury Creme Egg beer, strictly available to fans over 18. The initiative was developed in partnership with creative agency ELVIS.
The new beer is part of the Cadbury Creme Egg Golden Goobilee, an inclusive season-long celebration for the nation to mark the brand’s 50th birthday, which began in January of this year. It follows the launch of a 60-second film celebrating the different ways Cadbury Creme Egg fans have enjoyed their favourite Easter treat for the last 50 years.
Looking for inventive ways to activate the Golden Goobilee campaign throughout Creme Egg season, ELVIS struck on the idea of a celebratory partnership with a drinks brand, approaching Goose Island to collaborate on creating the first ever Cadbury Creme Egg beer.
The beer has been created to be enjoyed alongside the classic Cadbury Creme Egg.
Cadbury and ELVIS have developed social activity showcasing the “limited egg-dition” creme stout and features a Creme Egg-shaped glass overflowing with the beer, inviting viewers to “raise a glass to five delicious decades”.
The release of the limited-edition beer is the latest phase in the current Cadbury Creme Egg campaign. In January, Cadbury and ELVIS revealed a Creme Egg content push starring Gary Barlow, who also celebrates his 50th birthday this year.
Rob Griffiths, creative director, ELVIS, said: “For Cadbury Creme Egg we’re always pushing for that next idea to drive hype around the brand and infiltrate culture. We wanted to find unexpected ways for people to mark the Golden Goobilee and enjoy the taste of a Creme Egg. Goose Island not only gave us the platform to make a great tasting beer, but also the perfect opportunity to playfully fuse the two brands together, as we organically intertwined our two worlds. It was important to us to celebrate the partnership with some ownable iconography, right down to our Creme Egg glass.”