What makes it so twirly?





The new Twirl creative draws attention to those quiet moments of reflection and snapshots of real life where the mind wanders and we ponder some of life’s unanswered questions.


Set against the hustle and bustle of a busy British summer, two friends, Myles and Sarah, take a few minutes out of their day and start to think about some of life’s biggest conundrums, one of which is: ‘What makes it so Twirly?’ as the characters eat a Cadbury Twirl. With answers ranging from chocolate wizardry, to being made by the same people who made crop circles, the campaign aims to bring in a new younger shopper, as well as retaining the core audience.

The question ‘What makes it so Twirly’ is explored through a campaign celebrating the distinctive curls, twirls and swirls of a Cadbury Twirl through TV, VOD, Social, Digital and content partnerships across an 11 week campaign, where fans will be immersed into the world of Myles and Sarah and truly celebrate the uniqueness of a Cadbury Twirl.

We are really proud of this work...the next step on our Cadbury journey. It's so unusual, so simple and so charming, all at once. Darren Bailes, Executive Creative Director (VCCP)

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