Cadbury: Twirl Orange Presale

Mondelez, a confectionary brand, generated hype for its re-release of its Twirl Orange chocolate bar.

Campaign details

Agency: VCCPClient: MondelezCampaign Name: Cadbury Twirl Orange Presale

Launching Twirl Orange as a permanent stock-keeping unit, making it famous and appealing to a younger growth audience, was a difficult enough task on its own - but made formidable by the pandemic.

Strategy

After a limited 2019 release Twirl Orange wasn't 'new news', so any fresh hype needed to be engineered.

The initiative began with social listening on the 2019 limited release - which revealed the success of the bar came down to its absence of marketing.

A combination of organic social hype and...

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