Having already run the first-ever presale for a new chocolate bar in 2020, @CadburyUK was keen to scale up this concept with an exciting campaign for another new product.
Aware that cryptocurrency and investing are hugely popular conversation topics on Twitter, it saw the opportunity for a tongue-in-cheek interactive campaign to excite chocolate lovers about the launch of its new limited edition Wispa Gold Hazelnut bar.
Taking inspiration from young people’s invasion of the once stuffy, stale and (occasionally) boring world of finance and trading, @CadburyUK decided to not only launch a chocolate bar, but let the nation invest in it.
With chatter on social media throughout the year focused on the un-foldings of the latest meme stock and whatever Crypto coin was trending, @CadburyUK saw an opportunity to align their golden product with this exciting cultural shift.
They positioned #WispaGoldHF as ‘A New Type Of Gold’ as if it was a sought-after commodity. The perfect position for this new Limited Edition bar.
Exclusively breaking on Wispa News, a live stream on Twitter, chocolate fans desperate to get their hand on the golden payout, could buy a #WispaGoldHF 'share’ in Cadbury’s ‘New Type Of Gold.’
Over two weeks, chocolate traders were able to watch the value fluctuate and receive daily updates on their shares live and direct from the @CadburyUK Twitter account.
At the campaign end, delighted shareholders received six bars and a certificate in a branded gift box.