Cadbury tells Brits 'not to buy' new limited edition Twirl

Cadbury is launching a novel campaign for its limited edition Cadbury Twirl Mint bar, which pokes fun at the exclusivity of the bars and warns Brits off so there are enough for mint-chocolate lovers.

Devised by VCCP, product and service innovation company Bernadette and content creation studio Girl&Bear, Cadbury is on a mission to make Twirl Mint as big of a success as its previous limited-edition ranges, Twirl Caramel and Twirl Orange, and become one of the nation’s favourite bars in 2023.

Building on this momentum created by previous campaigns, which saw Twirl Orange sell out before becoming a permanent addition to the Twirl family, the campaign uses cheeky humour that fits the distinctiveness of the brand.

The campaign will run in OOH, social and on a microsite. It is being supported by a consumer PR and influencer campaign run by Ogilvy. Media has been planned and executed by Publicis Media and Elvis is supporting social and CRM.

The OOH executions make comparisons between Twirl Mint and mint body wash or other mint products. While the social creative informs consumers that they “probably won’t like it” and warns them not to swipe up or click on the link provided. Meanwhile, influencers will discourage their followers from buying the bar.

Cadbury Twirl brand manager Frederike Grohmann said: “We are excited to give consumers the chance to get their hands on the limited Twirl Mint chocolate bar. Although mint and chocolate can divide opinions, we believe mint chocolate fans will love this so much that we want them to know they need to act quickly to get their hands on one.”

VCCP creatives Tom Lee and Vicky David added: “Twirl Mint’s going to be very popular, but it’s limited edition – there’s not going to be enough for everyone. So we did a ‘worst-practice’ advertising campaign to un-advertise Twirl Mint, doing everything in our power to stop it from becoming too popular.”