Design consultancy: ElmwoodAdvertiser: Mars
Executive Summary
The market for shareable chocolate at Easter is huge with over £47m of small sharing chocolate purchased in 2015.** But the Easter small sharing market is one that's been dominated by Cadbury Mini Eggs. In 2015 the 90g share bag alone accounted for over 46% of the total market.** Galaxy wanted a share of the market and had high hopes that its rival concept, Golden Eggs, would give Cadbury a run for its money.
To do that Galaxy needed to bring new excitement to mini eggs to promote switching from Cadbury...