Launching the new Cadbury Wispa Gold Hazelnut by selling shares in it

Client: Mondelēz | Cadbury Wispa Gold Hazelnut

It is becoming harder and harder to sell single chocolate bars. With impulse in decline and the proliferation of choice, Cadbury needed to think differently about how to create a desire for the new Wispa Gold Hazelnut. And so, we decided to launch the chocolate bar as if it were a cryptocurrency and did this exclusively on Twitter. ‘A new type of Gold’ sold shares in Wispa Gold Hazelnut and prompted shareholders to raise the share price by spreading the word on social, resulting in the bar trending #2 on Twitter and selling over 3.7m bars.