Cadbury's Creme Eggs: How advertising helped Cadbury's Creme Eggs get its timing right

Creme Egg brand started to decline by early 1980's, its link to Easter gave it a limited selling period. Increased availability meant the brand was no longer seen as a special treat and so it was devalued. In 1986 the unusual decision was taken to limit supplies to avoid them being left with excess stock and to stimulate purchase. Using TV as main medium decline was halted. Once seasonality was re-established Cadbury planned to start growing the brand again. The only factor that changed in the period from 1985 was the advertising.