In the 1980s, Wispa was the second largest brand in the Cadbury portfolio and the fifth best-selling brand in the chocolate singles market. The re-launch of Wispa is set to stir feelings of nostalgia with its target audience of 20 – 35 year olds who grew up in ‘80s – Wispa’s heyday.
CTB is bringing back Wispa at a time when consumer interest in the brand is at its highest for years. Social networking websites such as Bebo, MySpace and Facebook all have ‘Bring Back Wispa’ groups, totalling thousands of members, and there are also online petitions such as iPetitions. To maintain this consumer interest, the re-launch of Wispa will be supported by an outdoor poster campaign, a website and PR activity.
Kate Harding, Cadbury Trebor Bassett’s Acting Head of Customer Relations, comments: “Cadbury Wispa was one of the most successful chocolate bar launches of the last 30 years. We are aware that consumers are showing massive interest in the return of Wispa through online forums, indicating that there is a high demand for the brand.
“Wispa has a very distinctive texture, known and loved by many. Our initial research has indicated its re-launch should appeal to the many consumers who love the distinctive texture and taste of Wipsa. We have produced one run of approximately 23 million bars and we’re confident the marketing campaign will generate a lot of buzz and interest to ensure shoppers will be looking to grab a bar as soon as they hit shelves.”
Robert Opie, Brand Historian and founder of Museum of Brands, comments: “We have a great affection for the treats of our childhood. Knowing that a much-loved brand from our past will be making a comeback is bound to titillate the memory buds. With Wispa’s success in the 1980s, the Nations’ growing withdrawal symptoms have created a renewed and distinct demand that can only be satisfied by its re-launch. Wispa’s unique chocolate sensation is impossible to find elsewhere, and when added to fond memory moments, makes its reappearance doubly appetising.”
Wispa should be merchandised inside dump bins at impulse points throughout the store to drive consumer purchase. Wispa should also be sited next to the impulse chocolate range in the everyday sector and will retail at RRP £0.42.
For POS or more information, please call the Cadbury Trebor Bassett hotline on 0870 191 7343.
