How Cadbury Spread the Wispa

Launched in 1983, Wispa has become a £70 million brand, by far the most successful of the 15 new launches in countline chocolate biscuit market since 1976.
Agency: Young & RubicamAuthor: Alison Drury

How Cadbury spread the Wispa

The launch of Cadbury's Wispa


Wispa is the biggest success story in the chocolate confectionery market for decades. Since 1976 there have been 15 new product launches in the marketplace, of which Wispa, launched in 1983, remains by far the most successful. Indeed, Wispa is currently ranked as one of the top four brands in the countline chocolate biscuit market, including Mars, Kit Kat and Twix. It is now a £70 million brand rivalling Cadbury's traditional cornerstone brand, Cadbury's Dairy Milk....

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