Wispa returns
The New York Times looks at the story behind Cadbury’s decision to bring back the Wispa. Pulled from shelves in 2003, a growing number of online petitions, Facebook groups (93 and counting) and other calls to bring back a favourite chocolate bar have led to the company to produce a limited run of 23m bars that will be on the shelves from October.
They pulled the bar for sound business reasons - sales were reducing and the replacement seemed to sell better. But what Cadbury are demonstrating here is the power of goodwill and consumer engagement, especially in light of recent Salmonella scares. Listen to you customers and do something that they like, tap into the enthusiasm and watch the results. They are not promising to bring the brand back for good, that’s going to depend on sales.
I fully understand the driver here- in my quick trip to the UK over the weekend I stocked up on chocolate bars, all the sort of stuff I can’t get here in the US. If Wispa had been there, I would have got those two. You never appreciate treats like a Double Decker until you can’t get it!
Tags: cadbury, wispaRelated Stories
POSTED IN: Buzz Marketing, Consumer Packaged Goods, Engaging the Customer, Influence Marketing
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