Kraft Foods is putting £3.5m behind the latest campaign for Cadbury Wispa.
The activity, which runs until August across the core brand and new Cadbury Bitsa Wispa, will include six-sheet posters near CTNs, cinema advertising and video on demand (VOD).
The target audience is young adults, who according to Kraft, may not have sampled the brand the first time round before it was discontinued in 2003. It made a permanent return in 2008 when consumers took to social media to call for its come-back.
The relaunch went on to be the biggest in the countlines category of the last 10 years, becoming the number one selling bar in the UK during its first week back on the market (Nielsen Total Coverage, Value Sales).
The brand is now worth £50.7m (Nielsen Total Coverage Value Sales MAT March 24, 12) in the UK, with more than 1.8m fans on Facebook.
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 six-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”.
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