Saturday, March 20, 2010

Say Bye Bye to the Cadbury Bunny

How's this for a sign of the times? Watching "At the Movies" this week, I noticed that the Cadbury Bunny commercial that always runs around this time of year for Easter, has been re-edited. In addition to being shortened and cropped to avoid shots of the chocolate eggs, now the tagline is "Nobody knows Easter like Hershey's." Because, if you've been following the business news, Hersheys just acquired Cadbury this year.

Time marches on and I know companies change hands all the time and make use of each others' assets, but it still bothers me that Hersheys decided to shanghai and cannibalize the familiar ad. It comes across as amazingly awkward and off-putting that Hershey doesn't even acknowledge Cadbury in the spot, but just superimposes itself right over the old text and audio.

If Cadbury's time has passed, it's passed. And nothing Hershey does is ever going to get me to associate the Cadbury Bunny with Hershey Kisses. It's just not going to happen. Hershey is better off getting its own mascot and its own Easter ad campaign.

Let the spokesbunny hop off into nostalgia-land with a modicum of grace.

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