The company described Creme Egg Twisted as its "biggest chocolate innovation this year" and will be backing it with a TV and digital ad spend worth £2 million.
The first screening of an ad is scheduled for ITV's coverage of the Champions League Final on May 21.
Kate Harding, trade communications manager at Cadbury Trebor Bassett, said: "Cadbury Creme Egg is the number one selling chocolate single in spring.
"Twisted reflects the Creme Egg personality in a convenient-to-eat format that will become part of shoppers' repertoires all year round."
Point-of-sale material for the brand is available.