The site allows fans to create a virtual Wispa bar with their name on it, post pictures of themselves with a Wispa with reasons why they love the brand, and record their own Wispa song.
A birthday board lets visitors post their birthdays and see which Wispa fans they share a birthday with.
Fans can make suggestions about what should be added to the site, which Cadbury will consider.
The brand was ressurected two years ago following a Facebook campaign. Thousands of fans joined a Bring Back Wispa group, which led to Cadbury putting the chocolate bar back into production after it was discontinued in 2003.
Ross Farquhar, Cadbury senior brand manager, said, “There are lots of ways for fans to get involved online and to make wispa.co.uk their own place. The plan is to develop and grow participation over time as we learn more about what the Wispa fanbase values most.”
Communications agency CMW led the design and strategy of the site and digital agency Clusta was the technical build partner.
This story first appeared on newmediaage.co.uk