Wispa's user-generated campaign did a great job of getting the brand back to number one. But the nostalgia for the product wasn't shared by the younger fans we needed to win to sustain the brand's growth.
Everyone knew the Wispa product, but few people were able to say what the brand stood for. We needed to reboot the nation's favourite chocolate bar to make it relevant not only to people who grew up with it, but also people who weren't even born when it first launched, giving it a voice and turning it into a cheeky agitator to grow salience, excitement and fame.
Time well mis-spent. Wispa as brand champion for all the great, pointless things we do.
Over the course of the campaign, Cadbury sold over 36 million bars totalling over £18m revenue.
Over 500,000 views of the ad online.
Over 200,000 fans on Facebook.
The number of Wispa Facebook fans has now grown to 1,800,000.