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...