Wispa launches marketing campaign
This month, Kraft Foods is launching a creative campaign to support its Cadbury Wispa brand, including the latest bitesize addition, Cadbury Bitsa Wispa. Until August the brand will be supported by a £3.5m campaign, including 6 sheets near CTN’s, cinema advertising and video on demand (VOD).
With a target audience of young adults, who possibly had not tasted Wispa until its permanent return in 2008, the new campaign focuses on the occasions when we have fun doing things we shouldn’t. With the pressures of everyday life taking their toll, Wispa wants us to take time out from the mundane and enjoy ourselves. The cinema and VOD creative entitled ‘5 friends, one mountain and a very big inflatable’ follows a group of friends working together on the pointless task of carrying an inflatable character up a steep rocky mountain. At the summit, the group is seen jumping and cheering with their success, while the strapline reads, ‘Wispa, time well mis-spent’.
The 6 sheet poster shows a hand holding up an original Cadbury Wispa, at such an angle, that looks like a totem pole, with one head and torso, three sets of arms and pair of legs sticking out. The headline is the campaign strapline, ‘Wispa, time well mis-spent’.
Cadbury Wispa was brought back to the UK market permanently in 2008, following a consumer social media campaign, and was the biggest countline launch of the last ten years, becoming the number one selling bar in the UK during its first week back on the market. Four years on, the brand remains extremely popular with consumers and is now worth £50.7m in the UK, with over 1.8m fans on Facebook.
Following the successful return of Wispa and Wispa Gold, Cadbury Bitsa Wispa was launched in March. It is the latest addition to the range of Cadbury branded sharing bags from Kraft Foods, and contains bite-sized miniature versions of the popular Cadbury Wispa chocolate in a convenient re-closeable sharing format. Since launch, Bitsa Wispa is already worth £3.5m.
Toby Smart, brand manager for Wispa at Kraft Foods comments, “Wispa has continued to be a popular choice with consumers since it made its permanent comeback. With the continued rise of the big night in occasion, we are also confident that Bitsa Wispa is also going to become firm favourite.
“With the cheeky strapline, ‘Time well mis-spent’ we are encouraging consumers to take time out of their daily pressures and have a little fun.”