Year after year, the same hiding spots make Easter egg hunts predictable and to make the experience more thrilling for hiders and hunters alike, Cadbury came up with newspaper ads that hide Easter eggs as ordinary household items. Based on the idea that more effort put into hiding Easter eggs means more fun for the whole family, Cadbury worked with creative agency VCCP to create four colorful ads that can be cut out and folded to conceal fan-favorite treats like Mini Eggs and Creme Eggs as alarm clocks, boxes of tea, a row of books, or bags of clothespins.
Perfect for families with kids and tweens, the experience leaves ample room for treat-hiders to leave the wrapped products in plain sight, or truly challenge seasoned hunters by tucking them out of reach.
What's Driving This Trend
- Cut-out Disguise Packaging
- Paper-based foldable disguises transform product presentation into playful, reusable props that blur the line between packaging and interactive entertainment.
- Print-to-play Promotions
- Physical print ads evolving into tactile play experiences create new avenues for brands to embed long-lasting engagement beyond a single impression.
- Hidden-object Marketing
- Camouflaging products as everyday objects introduces surprise-driven discovery mechanics that can revitalize seasonal campaigns and drive word-of-mouth.
Who This Affects Most
- Confectionery
- Novel packaging that doubles as play elements offers confection brands a way to extend product value through collectible and shareable experiences.
- Print Media
- Newspaper and magazine formats repurposed as interactive game pieces present publishers with opportunities to monetize tactile, experiential ad formats.
- Family Entertainment and Toys
- Integrating edible products into scavenger-hunt style play creates crossover possibilities between snack manufacturers and experiential toy designers.
