A New Type of Gold
Cadbury, Mondelez
Issue 61 | January 2022
Agency
VCCP London
Creative Team
Executive Creative Directors Chris Birch, Jonny Parker Creative Director Angus Vine Creative Team Katharine Gritten, Liv Amato-Pace Associate Creative Director, VCCP CX Will Aslett Copywriter Alexander Skeith
Production Team
Integrated Project Director Jon Dewart Designer Jess Steimer Agency Creative Producer James West, Diana Turchi Design VCCP Design Senior Designer Jessica Steimer Digital Project Director Hazel Coleman Digital Producer Laura Richardson Technical Director Philip Beaman UX Director Neil Challis UX Designer Lucy Mcdougall UI Designer Dexter Marshall
Other Credits
Business Director Matt Smith Senior Account Director Gen Hole Senior Account Manager Matt Reed Account Manager Xanthe Fuller Social Editorial Director Aurelien Pakula Deputy Chief Strategy Officer Clare Hutchinson Planner Lloyd Scott Media Agency Carat PR Agency Golin Community Management Agency Elvis
Date
August 2021
Background
For the first time in nearly 20 years, Cadbury were about to release a new variant of the popular Wispa bar. The new Wispa Hazelnut Gold was a limited edition chocolate bar, the modern makeover of a classic. Targeted at a younger audience, the challenge was to find a way of tapping into popular culture to raise awareness and desire.
Idea
Noticing how crypto currencies and trading had allowed younger people to invade the traditionally stuffy world of finance, the idea was to elevate the iconic chocolate bar to rare commodity status. The campaign placed the chocolate bar on the same viral platform as crypto, stocks, silver and, of course, gold.
Breaking exclusively on Wispa News, a live stream on Twitter, the campaign invited chocolate fans to invest in ‘a new type of gold’, offering them the chance to secure a coveted #WispaGoldHF share which could possibly pay out dividends in the form of multiple Wispa Gold Hazelnut Flavour bars.
Each #WispaGoldHF ‘share’ cost 69p and required the hopeful ‘shareholder’ to have an active Twitter account.
Chocolate traders watched the value fluctuate and received daily updates on their shares live and direct from the @CadburyUK Twitter account. The final share value represented the number of chocolate bars they received.
Thus successful traders were able to get their hands on the limited edition Hazelnut product before it hit the UK shelves.
YouTube sensation Niko Omilana supported the campaign, injecting a new youthful personality to the Wispa brand.
Media was also purchased in traditional financial press spots such as The Sunday Telegraph Money section.
Results
Results not yet available.
Our Thoughts
When Covid-19 forced everyone to stay at home, many young people started to trade, helped by the rise in the number of smartphone apps such as RobinHood and eToro. There is growing interest in cryptocurrencies and the tech that makes them possible. There are digital coins like bitcoin and blockchains like Ethereum, meme coins like dogecoin not to mention nonfungible tokens.
This idea, then, would have been both relevant and interesting to the more youthful audience Cadbury was after.
Just as an aside here, though VCCP originated the idea, it took three other agencies to actually deliver it. Advertising is becoming increasingly complicated and without collaboration there can be little genuine integration.