Cadbury is hoping to continue the successful return of Wispa with the launch of an Easter egg next year.
It is understood that the confectionery giant will support the seasonal product with press, online and in-store advertising. It is expected to tap into the retro theme that has been used in the brand’s recent advertising.
Cadbury reintroduced Wispa as a limited edition last June, four years after it was axed (MW May 8, 2008). It invested £1m in a marketing campaign, which included a long copy-press campaign, created by Publicis. It tapped into consumer nostalgia by reminding people of other products and brands that were popular when Wispa was launched in the Eighties.
The success of the relaunch caused Cadbury to decide to bring back Wispa as a permanent countline (MW April 10).
Cadbury claims it was reintroduced following a Facebook campaign last summer, although industry insiders say it was planned as a way to inspire some “Cadbury nostalgia” after it was hit by the salmonella scare (MW June 21).
Cadbury axed Wispa as part of a move to bring a number of brands under the Dairy Milk umbrella brand. Cadbury’s Caramel was also axed but it was relaunched as Dairy Milk with Caramel.