Cadbury Twirl Orange: Sell, Pre-Sell

Cadbury, a confectionary brand, launched a campaign in the UK to raise awareness about the re-release of the limited-edition Twirl Orange.

Campaign details

Brand: Cadbury: Twirl OrangeAgency: VCCP London

Executive Summary

How do you get 10,000 Gen-Z types to pre-order an orange flavoured Twirl singles bar in the middle of the pandemic? How do you shift conversion behaviour from impulse to planned purchase on something as spontaneous as a purchase of a chocolate bar?

Whilst brands were trying to support consumers during these unprecedented times, we realised there was an opportunity to lighten the mood. With cultureessentially cancelled, we realised that we could lean into the situation and create a moment of culture....

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