Is it Easter…or Christmas?
I recently came across a classmate’s blog whose topic struck me as highly amusing and interesting. This blog explains how Cadbury is now offering its specialty mini-eggs year round, which had in the past had consumers looking forward to Easter simply to indulge in these delicious treats. Now that I reflect on this fact, I realize that I have been actually eating Cadbury mini-eggs on frequent occasions such as when going to the movies with one of my friends who always enjoys picking something up at the concession stand beforehand. Although I didn’t think about this too much while eating the eggs, probably because it was during the middle of a movie, I look back now and realize how odd it is that Cadbury mini-eggs, so well branded and associated with the Easter season are now offered as ordinary candy every day.
There is no doubt that this Cadbury’s product is popular enough that it encouraged the company to develop an ongoing campaign rather than just at Easter, will offering Cadbury mini-eggs as ordinary candy benefit the company in the long run? By placing the once “hard to obtain” mini-eggs within easy reach of any consumer craving these chocolates, Cadbury may be taking away the advantage it gained during Easter when chocolate eaters who waited a whole year for these eggs would suddenly stock up on them.
This situation can be compared to selling candy canes all year round instead of just at Christmas. Candy canes have developed into a true symbol of the festivities surrounding the holidays that it would look extremely odd to see people eating candy canes while on the beach in summer. Likewise, I find it interesting that mini-eggs are now being offered in special Christmas branding with red, green, and white colours, instead of simply sparking excitement at Easter.
In my opinion, when a product has become so well associated with a particular image, season or holiday, consumers may be completely taken aback when this strong branding suddenly begins to change. Therefore, although Cadbury most likely has profitable incentives in selling mini-eggs year round, because consumers have become accustomed to simply looking forward to these eggs at Easter, they may simply avoid buying any until it feels “right” to eat them. However, with the new Christmas themes and packaging, Cadbury stands a good chance at not only being popular at Easter, but all year round.
What’s next? Easter coloured Candy Canes?
