Cadbury is celebrating the launch of Twirl Orange Unlimited Edition, as the famously elusive chocolate bar returns to shelves as a permanent listing nationwide.
Our new campaign pokes fun at the exclusivity of limited edition products and the tropes, so common in their marketing campaigns. The bars are 'available for an unlimited time only', 'exclusively available everywhere' and 'available now or whenever'. This exciting new campaign celebrates the well-loved product being back for good, whilst having a bit of fun with the announcement.
The campaign also foregrounds the real shopkeepers and corner shops that made the product such a success. The campaign film provides an opportunity to connect with these shopkeepers and put them and their shops in front of the camera. The film shows you all the places you can pick up a Twirl Orange Unlimited Edition and also reminds you that it’s available everywhere else too.
To highlight how Cadbury Twirl Orange is now available everywhere, even on your doorstep, Cadbury toured four major cities across the UK, offering fans the chance to win a doorstep delivery of a delicious Twirl Orange, through a PR activation on social led by Golin and ELVIS. The service encouraged Twirl Orange lovers, in London, Liverpool, Birmingham & Cardiff, to tweet and win the chance of a Twirl Orange delivery directly to their doorstep.
Radhika Pai, Brand Manager for Cadbury Twirl at Mondelez said: “We are delighted to bring back Cadbury Twirl Orange for good. We know how much our fans loved the chocolate bar, now they can enjoy the carefree feeling of unlimited Twirl Orange all year round. We wanted to celebrate the return of a fan favourite in a special and safe way as well as hero-ing the shopkeepers who helped make it a success.”
The new Twirl Orange Unlimited Edition forms part of an integrated marketing campaign supported across media channels including OOH, digital, social, in-store, PR and media partnerships. Dentsu Aegis Network’s media agency Carat managed all media planning and buying, Community Management & CRM was managed by ELVIS and PR activation was led by Golin.
Last year we held a massive presale for the 69p Twirl Orange, which sold out in less than 5 minutes. They were limited edition then. But now they're in shops up and down the country for good, the Unlimited Edition Twirl Orange is born. Exclusively available everywhere and for an unlimited time only. How wonderful. Chris Birch and Jonny Parker, Creative Directors at VCCP