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Twirl Caramel: Train Station

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Cadbury is no stranger to launching limited-edition chocolate bars which cause huge excitement amongst Brits. Today the nation’s favourite chocolate bar, Twirl, aims to #ControlTwirlHype as it welcomes its hottest new flavour, Twirl Caramel to shelves this June. Cadbury worked with UK agencies of record, VCCP London and Carat UK, Ogilvy PR and Elvis to create the integrated campaign, which includes a catch it if you can ‘tide and seek’ OOH activation by Ogilvy PR, as well as a Twitter takeover as it celebrates the launch of one of the most anticipated chocolate bars of the year, Twirl Caramel. The new limited-edition bar is a tasty new take on the iconic Twirl, with delicious caramel flavours wrapped into the velvety layers of chocolate the bar is famous for. With huge consumer demand expected, the latest flavour innovation is set to create a Twirl-wind in stores as Cadbury warns the nation when the bars are gone, they’re gone. For the first time, Cadbury is going completely against the norms of advertising, and instead hiding its adverts in a bid to avoid customer disappointment as the new flavour is expected to sell out in record fashion. A series of OOH activity is running in unexpected places across the country, and eagle eyed chocolate fans are urged to be on the lookout to get their chocolate paws on the limited-edition bar. To #ControlTwirlHype, Twirl Caramel creative appeared on the banks of the tidal River Thames last week, and despite being prominently positioned in the Royal Victoria Dock, Greenwich, the ads about how to get a free Twirl Caramel bar were hidden at high tide, making them only visible to passersby who happened to be there at the right time. Dropping hints about the upcoming Twirl Caramel bars themselves, the hero OOH creative included the strapline ‘so limited we’re asking you to keep it to yourself’ as Cadbury warns that there might not be enough Twirl Caramel bars to go around. Further peculiar placements saw Cadbury advertise on a remote island with a population of 2, as well as the UK’s least used train station, keeping the secret amongst those lucky locals who spied the creative.
Credits Other credits

Matt Smith, Head of Mondelez, VCCP

Gen Hole, Business Director, VCCP

Sophie Edmonds, Account Director, VCCP

Fiona Hanna, Account Manager, VCCP

Will Aslett, Creative Director, Bernadette

Alexia Mulet, Senior Project Manager, Bernadette

Dexter Marshall, Motion Designer, Bernadette

Sally Greenwood, Integrated Project Director, Girl&Bear

Diana Turchi, Integrated Creative Producer, Girl&Bear

Media planning and buying:

Abbie Clark, Account Manager, Carat

Lauren Kenny, Client Director, Carat

Luke Wretham, Client Director, dentsuMB

Josh Reynolds, Account Director, iProspect

Nicholas Walker, Account Manager, iProspect

Katherine Hay, Display Manager, Amplifi

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