During the activation, a string quartet will perform classical music which will transform into well-known pop and rock tunes. The idea behind the concept is to complement the experience of tasting the new flavours.
As the quartet plays, free samples of the new flavours will be distributed among the crowds and people will also be encouraged to enter a free prize draw to win one of three musical experiences - tickets to a Royal Philharmonic Orchestra concert, tickets to a rock concert, or tickets to a West End show, all of which include accommodation in London.
The roadshow, called Unexpected Encore, will visit events such as the Cake & Bake show at London's Earl's Court next month, as well as outdoor venues and stores in city centres.
Kaitlin Rimington, brand manager for Cadbury Eclairs, said: "This is a key launch for the brand this year, and we’re hugely excited to be working with Arc to bring this campaign to life.
"Trial of the product is absolutely key and we believe stand-out experiential activity will resonate with our consumers."
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