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Cadbury: Twirl Orange Returns by VCCP

Agency: VCCP
Client: Cadbury
Date: Aug 2020
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Cadbury is launching the world’s first-ever presale of a chocolate bar with the return of Twirl Orange in yet another limited edition launch on 18 August, in a campaign created by VCCP.

Last year Cadbury launched Twirl Orange as a limited-edition bar, and the British public went wild for it. Fans travelled across the country to find bars that began selling on eBay for hundreds of pounds, with Cadbury having to answer numerous tweets about whether the elusive bar even existed.

This year the bar is back, and to match the public’s anticipation, VCCP has developed a Glastonbury-style presale, giving superfans the chance to get their hands on a Twirl Orange before they hit the shops. To make the experience as authentic and democratic as possible, the presale features queue times and digital waiting rooms to ‘queue up’ for the bars. Just like a music festival, the campaign also includes impactful, screenprint style fly posters promoting the presale. Alongside this, there will also be large-scale takeovers on music venue billboards.

Credits

Mondelez International

Marketing Activation Director: Claire Low

Senior Brand Manager: Nathalie Chuard

Brand Manager: Radhika Pai

Associate Director Marketing, Cadbury Equity: Colin O’Toole

VCCP

ECD: Darren Bailes

Creative Directors: Chris Birch & Jonny Parker

Creative Team: James Rafter & Myles Vincent

Social Content & Influence Director: Aurelien Pakula

Business Director: Matt Smith

Senior Account Director: Gen Hole

Account Manager: Matt Reed

Account Executive: Xanthe Fuller

Group Planning Director: Oli Waterstone

Planning Director: Alex Grieves

Integrated Project Director: Jon Dewart

Senior Creative Producer: Ben Waters

Digital Producer (CX): Lucy McDougall

Associate Creative Director: Will Aslett

CX Design Team: Simon Bostock, Mirry Bobeva, Linas Jovaisas

CX Development Team: Phil Beaman, Yanul Hoque, Mike Beckman

Sound Design: VCCP Kin

Design: VCCP Design

Senior Designer: Lee Bodell

Media agency: Carat

PR: Golin

Website & eCRM: Elvis