Cadbury Wispa Gold: The Gold Standard in Customer Engagement

Lloyd Scott

Cadbury, a chocolate brand, launched a campaign in the UK to reverse declining short-term sales, help long-term growth, recruit a younger audience, and increase penetration by 2%.

Campaign details

Brand: Cadbury's WispaBrand owner: Mondelez InternationalEntrant company: Mondelez InternationalIdea creation: VCCP LondonMarket: EuropeSector: FoodMedia channels: Word of mouth, Influencers, KOLs, Newspapers, Livestreaming, Content marketingBudget: Up to 500k

Executive summary

This paper explains how we turned the new Wispa Gold Hazelnut Flavour into a “New Type of Gold” – letting audiences invest in the chocolate as if it were the latest and hottest crypto coin being talked about on social media.

In the process, we achieved outstanding customer engagement way beyond our expectations,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands