Cadbury, the Mondelēz-International-owned chocolate brand, marked the 50th birthday of its Cream Egg with its season-long Golden Goobilee celebrations. Following the launch of a one-minute-long video, in which it honors all the different types of Creme Egg eaters, Cadbury teamed up with Goose Island for the Golden Goo-Beer-Lee Creme Stout, the first-ever Cadbury Creme Egg beer.

The nation can now raise a glass in honor of Cadbury’s iconic egg! To bring the stout into existence, the brand worked with agency ELVIS, which was in search of creative ideas to activate the Golden Goobilee throughout the Creme Egg season. As such, the London-based agency settled on the idea of working on a celebratory partnership with a drinks brand, approaching Goose Island to collaborate on producing the first-ever Cadbury Creme Egg beer. The partnership materialized through the production of the limited-edition stout, created to be savored with a Creme Egg.

To make the beer have a flavor and texture similar to the classic egg, the team opted for a mixture of malted barley, oats, wheat, and milk sugar. Cacao nibs and vanilla beans accentuate the creme and chocolatey notes, leaving the drinker to experience a smooth, rich, and perfectly balanced celebratory stout. The can for the 4.5% ABV beer which imitates the taste of the iconic egg, designed by the award-winning agency, is the place where the Cadbury Creme Egg and Goose Island brands merge.

Raphael Capitani, Brand Manager, Cadbury Creme Egg, said: “We’re excited to announce our collaboration with Goose Island and limited-edition Golden Goo-Beer-Lee Creme Stout that is available now for all Cadbury Creme Egg lovers to try. We have always celebrated the unique and wonderful ways of enjoying a Cadbury Creme Egg and with this launch, we are taking EATertainment to a whole new level. We can’t wait for people to try our very first beer and raise a glass to five delicious decades of Cadbury Creme Egg!”

“With the Golden Goo-Beer-Lee Creme Stout, we knew that we would be reaching a wide range of people with different levels of experience with craft beer! We wanted to make sure that for whoever tried this beer, it would be unique and delicious. The tasty flavors of the stout complement the iconic Cadbury Creme Egg; we wanted to big up the chocolate and creaminess of the beer while keeping it super drinkable,” added Andrew Walton, UK Head Brewer, Goose Island.

Rob Griffiths, Creative Director, ELVIS, concluded: “For Cadbury Creme Egg we’re always pushing for that next idea to drive hype around the brand and infiltrate the 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.”

The first batch sold out immediately. The next release was on March 8th and purchases were limited to one pack per customer. The limited-edition stout was available on Goose Island’s website.

And as no celebration is complete without a toast, let’s “raise a glass to 5 delicious decades!”

Credits:

Brand: Mondelēz International

Client: Cadbury

Brand Manager: Raphael Capitani

Senior Brand Manager: Markéta Kristlová

Brand Exec: Imogen Davies

Marketing Director: David Clements

Partner Client: ZX Ventures

European Marketing Manager: Fred Nesbitt

Agency: ELVIS

Rob Griffiths – Creative Director

James Hudson – Creative Director

Neale Horrigan – Executive Creative Director

Senior Account Director: Keelie Lynch

Account Manager: Sasha Bachir

Managing Director: Caroline Davison

Creative Producer: Joe Revens

Strategy Director: Camilla Yates

Motion Designer: Bene Tanser

Designer: Flo Levine

Artworker: Danny Mitchell

Media agency: Carat

Planning Manager: India Marlow Prince

Planning Exec: Kate Burrows

Client Account Director: Denia Souli-Vounisiou

Client Director: Lauren Kenny

Cadbury PR agency: Golin

VP Director: Kate Last

Manager: Felicity Jones

Publicist: Jade Lancashire

Goose Island PR agency: Zeitgeist

Publicity Director: Elliot Mitchell

Founding Director: Jamie Stockwood

Founding Director: Paul Kennedy

Production Manager: Tina Bozorgi