Cadbury has launched a new £3m marketing campaign around its number one singles bar, Cadbury Twirl.
The campaign aims to build a more emotional connection with the brand and celebrates the uniqueness of the product.
It is centred around an advert featuring two friends quietly pondering life’s big questions like “What makes a Twirl so Twirly?” With answers ranging from chocolate wizardry, to being made by the same people who make crop circles, the ad aims to bring in a new younger shopper (16 to 25) as well as retaining the core singles audience (25 to 44).
The “What makes it so Twirly” question is further explored through video-on-demand, social, digital and content partnerships across the 11-week campaign, which runs until the end of September.
Richard Weisinger, Senior Brand Manager for Cadbury Singles, said: “Our ambition is to encourage our fans to take some time out, let their mind wander and ponder those lifelong questions like ‘who makes crops circles?’ or ‘what makes a Twirl so twirly?’
“We want to get the nation talking about Cadbury Twirl and asking themselves who makes them? How? Where? And why is it such a secret! And in turn we hope our fans remember just what it is about Cadbury Twirl that makes them love it so much.”
