Cadbury has announced it will be launching Twirl Caramel, a new take on the iconic Twirl, with caramel flavours wrapped into the layers of chocolate. A series of cryptic adverts have appeared in unexpected places, to keep the excitement limited to those eagle-eyed enough to spot them.
Twirl Caramel appeared on the banks of the tidal River Thames this week. Despite being prominently positioned in the Royal Victoria Dock, Greenwich, the ads were submerged at high tide, with the message mostly hidden, making them only visible to passersby who happened to be there at the right time. Thames riverboat commuters, canoeists and users of the cable car passing by were amongst the few who may have caught a glimpse.
Further quirky placements saw Cadbury advertise on a remote island with a population of two and the UK’s least used train station, keeping the secret amongst those lucky few who happened to find themselves in these remote locations.
Just as mysteriously as they arrived, all adverts have now disappeared. Giving a clue about the upcoming Twirl Caramel bars themselves, Cadbury has hinted they are likely to be a real hit amongst fans, following the success of Twirl Orange, which became a permanent member of the Twirl family last year.
Frederike Grohmann, Brand Manager for Cadbury Twirl at Mondelez, said: “We’re so excited to announce the launch of Twirl Caramel, but we want people to know that this is a limited-edition bar, one that we know is going to be popular. That’s why we’ve been controlling the hype with our adverts, which only the most eagle-eyed Cadbury fans will have spotted.”
As part of the campaign, Cadbury also identified several locations where Twirl superfans were located, including London, Liverpool and Birmingham. Advertising on billboards for a limited time only, onlookers who spotted the ads were amongst the first to get their hands on Twirl Caramel before they hit the shelves, with Cadbury awarding the first 5,000 with a free bar, imploring them not to share the exciting news any further.
Twirl Caramel is set to land next month and will be found in local supermarkets, newsagents and www.CadburyGiftsDirect.co.uk, RRP 69p.
