Cadbury's Creme Egg: Managing a long term novelty brand

Launched in the 1920's the product was hugely successful in the 1980' and 1990's with the 'How Will You Eat Yours?' campaign. The brand established itself as market leader and hass continued to see off other brand launches. In 1986 worth £20m by 1998 it was worth £60m with no line extensions and no change in media spend.