Twirl Mint ‘Un-Advertising’
Today the nation’s favourite chocolate bar Cadbury Twirl, is launching a campaign to un-advertise its highly anticipated limited edition Twirl Mint bar.
The new limited-edition bar is a delicious new take on the iconic Twirl, infused with mint in the velvety layers the chocolate bar is known for, it will attract mint chocolate lovers everywhere and take them on a nostalgic trip back to the 80s, when the flavour was popular.
With the help of global agency of record VCCP, its product & service innovation company, Bernadette and its content creation studio, Girl&Bear, Cadbury is on a mission to make Twirl Mint as big of a success as it's predecessors Twirl Caramel and Twirl Orange and become one of the nation's favourite bars in 2023.
Building on this momentum created by previous campaigns, which saw Twirl Orange sell out before becoming a permanent addition to the Twirl family, the campaign is bold and confident and uses cheeky humour that fits the distinctiveness of the iconic brand.
Cadbury and VCCP created a “worst-practice” campaign that works on the premise that it is so ineffective that it’s effective. The integrated campaign pokes fun at the exclusivity of the limited edition bars and warns Brits off from trying it. The premise of the campaign is about actively managing demand, so they can ensure the true mint-chocoholics get their hands on the limited edition bars.
The OOH executions make outlandish comparisons between Twirl Mint and mint body wash or things you may only find in your nan’s cupboard.
While the social creative informs consumers that they“probably won’t like it” and warns them not to swipe up or click on the link provided. The campaign is further supported by influencers, who will discourage their followers from buying the delicious bar.
Frederike Grohmann, Brand Manager for Cadbury Twirl, said: “We are excited to give consumers the chance to get their hands on the limited Twirl Mint chocolate bar. Although mint and chocolate can divide opinions, we believe mint chocolate fans will love this so much that we want them to know they need to act quickly to get their hands on one.”
Tom Lee & Vicky David, Creatives at VCCP: “Twirl Mint's going to be very popular, but it's limited edition - there's not going to be enough for everyone. So we did a ‘worst-practice’ advertising campaign to un-vertise Twirl Mint, doing everything in our power to stop it from becoming too popular.”
The campaign will run from today in OOH, social and on a microsite. It is being supported by a consumer PR and influencer campaign run by Ogilvy. Media has been planned and executed by Publicis Media and Elvis is supporting social and CRM.
Bernadette has created a Twirl Mint microsite, created to target chocolate lovers and you can visit here: https://twirlmint.cadbury.co.uk/ and https://twirlmint.cadbury.ie/.
Twirl Mint's going to be very popular, but it's limited edition - there's not going to be enough for everyone. So we did a ‘worst-practice’ advertising campaign to un-vertise Twirl Mint, doing everything in our power to stop it from becoming too popular. Tom Lee & Vicky David, Creatives at VCCP
Advertising, Content & Social
Project for Cadbury