Cadbury reintroduces Wispa Gold with user-generated ad campaign by Fallon

LONDON - To celebrate the launch of Wispa Gold - a new caramel variant - Cadbury is offering its consumers the chance to put their own messages up on billboards around the country.

Wispa Gold... new campaign
Wispa Gold... new campaign

The confectionary company yesterday sent an e-mail to fans directing them to a sneak preview of wispagoldmessages.com, a site on which they can log messages that will have the chance of going up on billboards all over the country. The site will launch officially on 7 September, when the bars go on sale.

The website, created by Fallon, reads: "We've decided to give our advertising space to you guys as a thank you for all the love you've shown to Wispa."

"We have bought thousands of billboards all over the UK and Ireland so that you can share your special messages with the world. Yes, that's right, you let us know your special message and if it gets selected we will post it on a real billboard in the location of your choice.

"So if your mum lives in Birmingham you could post her a special message, say a poem, and we'll try to give you a site as near to her as possible."

Poster sites have been booked in London, Liverpool, Manchester, Birmingham, Glasgow, Newcastle, Edinburgh, Leeds, Sheffield, Bristol, Cardiff, Nottingham, Belfast, Plymouth, Brighton and Norwich.

The idea follows 2008's social media campaign, also created by Fallon, to bring back the Wispa, which resulted in a TV ad starring hundreds of Wispa fans. 

 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More