Mondelez launches Cadbury Twirl Caramel with playful campaign

Mondelez has introduced a limited-edition Caramel variant of Cadbury Twirl.

The product has an rsp of 69p and comes in cases of 48.

To support the launch, the company has posted a series of adverts in unexpected places featuring #ControlTwirlHype, helping to keep the excitement limited to those eagle-eyed enough to spot them.

These playful advert placements include unique spots at the side of the River Thames that are only visible at low tide as well as billboards on a remote island off the coast of North Wales with a population of just two people! Those who have spotted these hard-to-find placements have been amongst the first to try the new bar.

Frederike Grohmann, brand manager, says: “We’ve seen just how popular flavours are within chocolate singles; in fact when Twirl Orange launched it became Cadbury’s biggest selling single bar (Nielsen)! We know Twirl Caramel is going to be a hit with consumers which is why we are controlling the hype with our fun and playful launch campaign.”

Further support for the launch includes PR, digital and social media activity to drive visibility and encourage trial. Mondelez International will also be helping retailers to take advantage of this hype in store, with PoS material to capture shoppers’ attention.