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Brand Strategy Cadbury Wispa

Cadbury fans challenged to safe-cracking mobile game to win limited-edition Wispa bars


By John Glenday, Reporter

July 29, 2022 | 3 min read

Cadbury is banking on allusions to gold bullion to build anticipation for its limited-edition salted caramel flavor Wispa Gold.


Cadbury and VCCP have created a mobile safe-cracking game to launch Wispa Gold Salted Caramel

The confectioner is likening chocolate bars to gold bars for a safe-cracking audio game that invites players to snaffle a prized bar for themselves by pulling off an audacious heist.

Accessible via QR codes on branded out-of-home (OOH) sites, as well as a TikTok advertising campaign, the mini-game vaults the sweet treat deep into the public consciousness.

Kelly Souli, junior brand manager at Cadbury, said: “With the nation truly being gripped by a salted caramel obsession, we can’t wait for fans to sink their teeth into Wispa Gold Salted Caramel. But not until they track down and crack our virtual Wispa Gold vaults, of course! We’re incredibly excited to hear what people think of our latest bar in the Wispa collection. The combination of the delightfully tiny chocolate bubbles Wispa is famous for, with the addition of delicious salted caramel – it’s truly golden.”

Developed by VCCP London together with production studio Girl&Bear and digital specialists Bernadette, the promotional push seeks to ensure the venerable Cadbury brand re-establishes links with younger consumers.

Caroline Rawlings, creative director from VCCP London, added: “I mean, the whole nation involved in a heist, for chocolate gold? It’s ridiculous and wonderful in equal measure. I love this campaign. I love that it’s fun. I love that it feels so right for what is inarguably Wispa’s best gold yet (have you tried it? You should). I love that it uses non-digital posters in a brilliantly intriguing way. I love that the game turns your phone into a vault-cracking device using existing technology in your phone – the speakers. And I love that it was made in record time and has seen the whole VCCP partnership, our brilliant Cadbury clients included, at its best. Pure (salted caramel Wispa) gold.”

Wannabe bank robbers can hone their safe-cracking skills until August 12, or alternatively stick to the straight and narrow by purchasing the limited-edition flavor directly from Cadbury. The salted caramel edition follows hot on the heels of a hazelnut flavor bar, touted as an investment class asset.

Brand Strategy Cadbury Wispa

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