Gold | Media Idea: Launch
Trading cryptocurrency and investing had become a breakout trend for Gen Z, according to TikTok and Meta. Carat used this insight to launch the Cadbury Wispa Gold Hazelnut chocolate bar, with a play on the product’s name by asking consumers to invest in ‘A new type of gold’.
This campaign was all about launching the new bar in the world of finance, playing into the tropes of cryptocurrency and playing off financial news channels to encourage the target audience to seek out the new bar. Chocolate fans could ‘invest’ and secure #WispaGoldHF shares, with a chocolate payout at the end of the campaign.
Buzz and excitement were created around the campaign with the chance to buy shares on Twitter before the chocolate bar was released. Lucky shareholders could watch the share value fluctuate and receive daily updates live and direct from the @CadburyUK Twitter account. The more popular the hashtag became, the greater the ‘share price’ and, therefore, the greater the return.
Ads tracking the share price were published in newspapers, and YouTube sensation turned political campaigner Niko Omilana had his say to raise awareness. Share price reached six bars per share, and the campaign achieved thousands of tweets.
Judges said the campaign was a great example of “launching a product around current trends and what people are buying into”. They said: “This was clever and innovative and showed smart use of creative execution to engage customers.”