Cadbury ‘A New Type of Gold ‘
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 ‘A New Type of Gold.’ The 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, ‘and will roll out across social, press and PR. The campaign will allow fans to invest in ‘A New Type of Gold’, by offering them the chance to secure a coveted #WispaGoldHF share, before paying them out in multiple Wispa Gold Hazelnut Flavour bars at the end.
Exclusively breaking on Twitter livestreams, chocolate fans desperate to get their hands on this chocolatey investment can buy a #WispaGoldHF ‘share’* in Cadbury’s ‘New Type Of Gold.’ Successful shareholders will then be able to watch the share value fluctuate and receive daily updates live and direct from the @CadburyUK Twitter account.
It’s been a pleasure to bring some new life into a brand as iconic in British culture as Wispa. Angus Vine, Creative Director, VCCP London
Shareholders will crucially 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.
Created to entice a younger audience of wannabe #WispaGoldHF shareholders, the campaign is supported by Niko Omilana, internet YouTube sensation, now turned political campaigner, to act as the financial guru and raise awareness of the campaign.
This campaign represents a modern makeover for an iconic chocolate bar,and the brand’s first injection of youth, spirit and personality, whilst heroing a totally new product. Reconnecting with Wispa Gold’s original identity, the integrated campaign reinvents the wonderful essence that helped build the brand into what it is today.
Joshua Collier, Junior Brand Manager at Cadbury said: “We’ve branded our Wispa Gold Hazelnut Flavour bar our ‘New Type of Gold’ due to its rarity and delicious hazelnut-flavoured 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 bar to share* with their friends and family.
“This bar has been 18 months in the making and we hope Wispa lovers will enjoy engaging in its entertaining launch.”
Angus Vine, Creative Director from 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. 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’t have been as fun.
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 of ‘A New Type of Gold.’ All media has been planned and executed by Carat.
Advertising, Content & Social, Digital Products & Services
Project for Cadbury