The Cadbury Twirl range is expanding with the launch of a limited-edition Caramel flavour.
Available in stores this month, it brings the nation’s best-selling chocolate flavour (Nielsen data) to one of the nation’s favourite chocolate bars. Brand owner Mondelez says that in taste tests, Twirl Caramel has been extremely popular among consumers so the “anticipation and buzz among shoppers for this limited edition is set to be high”.
To celebrate the launch, the brand has hidden a series of ads in unexpected places featuring #ControlTwirlHype, helping to keep the excitement limited to those eagle-eyed enough to spot them. These 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 among the first to try the new bar.
Frederike Grohmann, brand manager for Cadbury Twirl, said: “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. 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.”
The launch will be supported by further PR, digital and social media activity to drive visibility and encourage trial. For retailers, there is new pos material to capture shoppers’ attention.
Twirl Caramel comes in cases of 48 bars, rrp 69p.