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