{"id":13952,"date":"2021-08-25T10:33:32","date_gmt":"2021-08-25T09:33:32","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13952"},"modified":"2021-09-08T17:28:12","modified_gmt":"2021-09-08T16:28:12","slug":"cadbury-a-new-type-of-gold","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/cadbury-a-new-type-of-gold","title":{"rendered":"Cadbury &#8216;A New Type of Gold &#8216;"},"content":{"rendered":"<div class=\"lazyblock-video-ZrwOeD wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/592068095?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-iD0bp wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\"><strong>Cadbury<\/strong> and global agency of record, <strong>VCCP London<\/strong>, together with<strong> VCCP CX<\/strong> launch Wispa Gold Hazelnut Flavour to the UK market with an integrated brand campaign <\/span><i><span style=\"font-weight: 400\">\u2018A New Type of Gold.\u2019 <\/span><\/i><span style=\"font-weight: 400\">\u00a0\u00a0The campaign places the new limited edition bar firmly in the world of finance, playing into the tropes of cryptocurrency and playing off financial news channels, <\/span><i><span style=\"font-weight: 400\">\u2018and will <\/span><\/i><span style=\"font-weight: 400\">\u00a0roll out across social, press and PR. The campaign will allow\u00a0 fans to invest in \u2018A New Type of Gold\u2019, by offering them the chance to secure a coveted #WispaGoldHF share, \u00a0 before paying them out in multiple Wispa Gold Hazelnut Flavour bars at the end.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Exclusively breaking on Twitter livestreams, chocolate fans desperate to get their hands on this chocolatey investment can buy a #WispaGoldHF \u2018share\u2019* in Cadbury\u2019s<\/span><i><span style=\"font-weight: 400\"> \u2018New Type Of Gold.<\/span><\/i><span style=\"font-weight: 400\">\u2019 Successful shareholders will then be able to watch the share value fluctuate and receive daily updates live and direct from the <a href=\"https:\/\/twitter.com\/CadburyUK\/status\/1427938660909993990?s=20\">@CadburyUK Twitter account<\/a>.\u00a0<\/span><\/p>\n<p>\u00a0<\/p>        \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          It\u2019s been a pleasure to bring some new life into a brand as iconic in British culture as Wispa.          <cite>Angus Vine, Creative Director, VCCP London<\/cite>        <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">Shareholders will crucially\u00a0 be able to get their hands on the limited edition Hazelnut flavour product, all before they hit the UK shelves. The final share* value, announced at the end of the campaign, will represent the number of chocolate bars shareholders will receive.\u00a0 <\/span><\/p>\n<p><span style=\"font-weight: 400\">Created to entice a younger audience of wannabe #WispaGoldHF shareholders, the campaign is supported by <\/span><b>Niko Omilana<\/b><span style=\"font-weight: 400\">, internet YouTube sensation, now turned political campaigner, to act as the financial guru and raise awareness of the campaign.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">This campaign represents a modern makeover for an iconic chocolate bar,and the brand\u2019s first injection of youth, spirit and personality, whilst heroing a totally new product. Reconnecting with Wispa Gold\u2019s original identity, the integrated campaign<\/span> <span style=\"font-weight: 400\">reinvents the wonderful essence that helped build the brand into what it is today.\u00a0<\/span><\/p>\n<p><b>Joshua Collier, Junior Brand Manager at Cadbury <\/b><span style=\"font-weight: 400\">said: <\/span><i><span style=\"font-weight: 400\">\u201cWe\u2019ve branded our Wispa Gold Hazelnut Flavour bar our \u2018New Type of Gold\u2019 due to its rarity and delicious hazelnut-flavoured caramel filling. Just like real gold, we\u2019ve 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 bar to share* with their friends and family.<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400\">\u201cThis bar has been 18 months in the making and we hope Wispa lovers will enjoy engaging in its entertaining launch.\u201d<\/span><\/i><\/p>\n<p><b>Angus Vine, Creative Director from VCCP London<\/b><span style=\"font-weight: 400\"> added: <\/span><i><span style=\"font-weight: 400\">\u2018It\u2019s 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. Taking 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\u2019t have been as fun.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400\">To support the campaign, media was also purchased in traditional financial press spots, such as The Sunday Telegraph Money section, designed to tie the activation roll out to the overarching creative o<\/span><i><span style=\"font-weight: 400\">f \u2018A New Type of Gold.\u2019 <\/span><\/i><span style=\"font-weight: 400\">All media has been planned and executed by <strong>Carat<\/strong>.\u00a0<\/span><\/p>\n<p><br \/><br \/><\/p>\n<p>\u00a0<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-ZwqKzU wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" 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Hazelnut Flavour.","author":"57","description":"","caption":"","name":"wispa-gold-website-2","status":"inherit","uploaded_to":13952,"date":"2021-08-25 09:35:21","modified":"2021-08-25 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'A New Type of Gold '","meta-description":"Cadbury and global agency of record, VCCP London, together with VCCP CX launch Wispa Gold Hazelnut Flavour to the UK market with an integrated brand campaign \u2018A New Type of Gold.\u2019 \u00a0\u00a0The campaign places the new limited edition bar firmly in the world of finance, playing into the tropes of cryptocurrency and playing off financial news channels, \u2018and will \u00a0roll out across social, press and PR. The campaign will allow\u00a0 fans to invest in \u2018A New Type of Gold\u2019, by offering them the chance to secure a coveted #WispaGoldHF share, \u00a0 before paying them out in multiple Wispa Gold Hazelnut Flavour bars at the end.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/08\/Wispa-Gold-HF-1.png","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/13952","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=13952"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}