Cadbury begins Love of Wispa campaign

Friday, 07 November 2008

Cadbury is launching a new campaign, For the Love of Wispa, following the brand's hugely successful comeback. In a response to the unique way Wispa was brought back to market through online consumer lobbying, the campaign invites fans to participate with items on a dedicated "For the Love of Wispa" website.

The pledges will be used to construct a one-off advertisement that will appear in December 2008, and the exceptional process will be captured in a "Making of..." film that will shed a light on the consumer passion that made it happen.

Taking its cues from the consumer led Facebook crusade, Fallon has developed the campaign concept. A series of print, bus sides and online ads will create buzz around the campaign and drive consumers to www.fortheloveofwispa.com, where a full pledge list can be viewed and individual support registered.

Wispa fans can choose from a list of 40 items required for the advert - from an airfield to cheerleading squads and marching bands.

The sentiment behind the campaign echoes the extreme passion consumers expressed towards and for the product, which resulted in its return to the UK market.

By inviting fans to demonstrate just how much they love Wispa, Cadbury will create an advertisement to celebrate Wispa's return that is truly driven by the public.

Since its official return, Wispa has been selling five bars every second; the brand had seen 12 million bars sold in just four weeks; and the Facebook fan base continues to grow - there are now 95,195 Wispa fans and approximately 47,577 members of Wispa groups. It remains the fastest selling Cadbury product in the last four years.

Kate Harding, Trade Communications Manager comments: "The return of Wispa has been driven by the passion of its fans. The campaign has been born out of a desire to allow fans to continue to be a part of the brand, and will be a major step in driving consumer engagement beyond the initial re-launch.

"It is a testament to a product which has proven itself as a true British icon. Retailers should expect an increased interest in the brand from their shoppers as a result of the campaign."

Source: Cadbury