Creme Egg launches more spoof movies

by Ben Bold, Brand Republic 19-Mar-09, 11:15

LONDON - Cadbury Creme Egg is launching another series of online spoof mini-movies including 'The Wizard of Goo', 'Goo-Busters' and 'Armagooden' to celebrate Easter.

The films are being released on cult animation and gaming website Weebl's Stuff, which is represented by sales house W00t! Media. The site will release a new "Goo-vie" every two weeks at www.goovies.co.uk.

All the spoofs feature characters Weebl, Bob and The Monkey appearing alongside Creme Eggs "desperate to release their goo".

Cadbury first tied up with Weebl's Stuff last year, when it launched spoofs of Hollywood films, including 'Raiders of the Lost Goo' and 'Goo Fiction'.

The 2008 'Here today, Goo tomorrow' campaign won a Media Week Planning Award and is nominated for two Revolution awards.

W00t! developed the creative idea behind the Goovies, working with Cadbury and media planning and buying agency PHD.

Juliet Du Vivier, account director at PHD, said: "We're delighted to be commissioning another round of Weebl and Bob Goovies for Cadbury Creme Egg.

"The cult following of these characters has enabled Cadbury to reach a savvy, underground audience and showcase the fun, irreverent brand personality of Creme Egg.

"The animations are also a very effective traffic driver for Cadbury, with over 5% of users clicking through to the Creme Egg site."

Weebls-stuff.com predominantly attracts a 16- to 24-year-old audience and 1.5m unique users per month.

Austen Kay, director of W00t!, said: "The ideas perfectly target Cadbury Creme Egg's desired audience and the high quality content will encourage viral popularity."