The Character
The 'Magic of Easter Land' now has the new lovable Great Bunny Character. He bounds through a fantasy world, continually finding something new and exciting to marvel at. The world around him is full of flying eggs, Chocolate castles and action packed cameos that enhance the Magic of Easter.
The Land
Our new 'Magic of Easter Land' is a fluid world which is ever evolving. Shaped and influenced by memories and experiences of festive celebration. It is an exciting fantasy world of wide eyed innocence. Children will be excited by the bright, vibrant and contemporary view of this mythical land - and adults will feel at home with the promise of a world that is safe friendly and takes them back to the simplicity of their childhood.
The Marque
Previously there was no Easter device! We have created a strong marque that can be easily applied across all of the Easter formats from packaging, POS to advertising. This further consolidates Cadbury's ownership of Easter.
Crunchie
The 'Magic of Easter' lock up device ensures continuity and we have laso carried on the 'Magical Land of Cadbury' theme as a central proposition. However, a teens view of this mythical land is totally different to a young child's perception. Therefore we have to create a landscape that is relevant to this age group and that also reflects the personaility of the 'driver' brand (Crunchie in this particular instance). The 'deconstructed' graphic effect achieves this goal by introducing more energetic and edgier cues.
Buttons
Here is an example of how the 'Magical Land' concept has been incorporated in a more subtle way. This ensures that the Buttons brand and graphic visual identity is not compromised. The consistency of the Easter message and theme is maintained by incorporating the lock up device. The associated graphics pay homage to the core values of this brand, but add an Easter twist by creating a bespoke bunny character into the
Buttons world.
