Creative Brand Strategy Cadbury

Cadbury invites Twitter users to invest in limited-edition Wispa bar


By John Glenday, Reporter

August 23, 2021 | 4 min read

Cadbury has launched a limited-edition Wispa Gold Hazelnut bar, the first creative launch for the brand in close to two decades.


Cadbury sparks a Twitter gold rush with its limited-edition Wispa

It is courting chocaholics with the launch of a limited-edition Hazelnut flavor Wispa – with a twist.

Fans can sink their savings as well as their teeth into the treat by investing in the confectionery.

Early adopters are invited to buy shares in Wispa Gold to secure the coveted bars, with a @CadburyUK Twitter livestream keeping sweet-toothed investors up to speed with the fluctuating value of the scarce commodity before it hits the shelves on September 6.

The final ‘share’ value will determine how many bars investors will get their hands on, with each 69p Wispa Gold share equivalent to one Wispa Gold bar.

Delivered in partnership with VCCP London, the digital campaign is banking on the public’s continued love affair with all things chocolate by inviting savvy investors to branch out of crypto, stocks and oil in favor of a tastier route to capital appreciation.

‘A New Type of Gold’ takes the form of an integrated digital brand campaign spanning social, press and PR to build hype and anticipation around the snack by invoking the fear of missing out via the #WispaGoldHF hashtag.

YouTube star Niko Omilana will be on hand to further fuel the feeding frenzy by heading up the campaign and encouraging younger people to give the chocolate brand a go.

Joshua Collier, junior brand manager at Cadbury, said: “We’ve branded our Wispa Gold Hazelnut bar our ‘New Type of Gold’ due to its rarity and delicious hazelnut-flavored caramel filling. Just like real gold, we’ve decided to turn our bars into a new (and fun) commodity, giving our fans the chance to receive a very tasty dividend of multiple bars of the limited-edition chocolate to share with their friends and family.”

Angus Vine, creative director at VCCP London, added: “It’s been a pleasure to bring some new life into a brand as iconic in British culture as Wispa. Our campaign is great testament to the challenger-style work we like making at VCCP. [We have taken] more of a creative risk in our approach by tapping into the recent craze that is crypto, trading and just the general invasion of traditionally stuffy financial worlds by our younger audience. It would have been a lot easier to run a traditional campaign that just raised awareness for our new bar, but it wouldn’t have been as fun.”

‘A New Type of Gold’ will launch on Twitter this Wednesday, with advertisements carried in The Sunday Telegraph Money section to reinforce the financial narrative, surfacing a brand that remains best known for its 1980s Mel Smith ads back into the public consciousness.

Cadbury: A New Type of Gold by VCCP

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Creative Brand Strategy Cadbury

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Cadbury, formerly Cadbury's, is a British multinational confectionery company wholly owned by Mondelez International since 2010. It is the second-largest confectionery...

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