03 5 / 2012
On studying for a exam I found that when Wispa was relaunched in 2008, the campaign surrounding its come back was important to the power of social media and the creativity in marketing.
I’ve found that in the run up to launching the brand, Cadbury created a PR campaign as well as it popular and genius advertising campaign. The PR agency, Borkowski PR, created a buzz in the press and online created a whirlwind campaign which I was unaware of. Borkowski put the first box of Cadbury Wispa bars on Ebay for people to bid for, this created the first in a series of interesting and newsworthy communications between the brand and consumers. The second step was give a select few journalist secret dossier briefing packs to get the newspapers and magazines talking about the Relaunch of Wispa. The third step (my personal favourite) was to give stores and the people delivering the chocolate security guards to ensure no one would damage or steal the sought after chocolate bars.
This campaign lead to numerous awards and press coverage worth over £1.4 million in addition to the hundreds of thousands of people aware of the relaunch of the Cadbury Wispa. Although this campaign is 4 years old it still amazes me that such creativity and determination lead to this amount of success
19 12 / 2011
Graze
For those of you who haven’t heard of Graze, they are a British snack delivery online company of sorts, they describe themselves as “Healthy eating by post”. The idea is for people to be able to have healthy nutritious snacks available every day. Our current culture is to eat unhealthy food throughout the day through the form of crisps, chocolate, muffins and various other foods. Graze offer a alternative where people can pick and choose the types of foods go into their delivered healthy snack box. On their site is a vast menu of dried fruits, olives, breads, flapjacks, seeds, nuts, chocolate and much more for people to like, try and hate. Through this personal choosing of foods people can have a large choice in the snacks they eat, which can be delivered to the home, work or business. Graze has proven to be very successful in addition their marketing and communications are quirky, interesting and original.
In each box along with the food is nutritional information where the facts and lititure are written in a friendly personal and quirky way which help highlight the values of the brand. The packaging is all recyclable and compact which re-enforces the healthy and natural product. The marketing for the brand consists many of word of mouth and magazine print ads. The Graze.com name is bold on the top of each product delivery, so when sat on desks it makes people curious and interested to google the name. In addition the voice of the brand through informational material with the product, emails and website make the brand a unkept secret.
I recently went to leave the membership of the site due to circumstances not due to service or products. When going to click “cancel my account” a “are you sure you want to leave” pop up appeared with a promotional offer guaranteed and the music video for East 17 “Stay another day” with the site even quoting “If You Stay Another Dayyy….” this quirky and unique way of communication and persuasion succeeded in keeping my business but re-enforces the brand values and positivity surrounding the brand.
Give the product ago they are absolutely delicious and extremely affordable. Graze.com
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21 10 / 2011
Are you obsessed with the right things?
Breast Cancer Foundation
by DDB, Singapore
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