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Wispa

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A Wispa bar in a wrapper from 2007.

Cadbury Wispa is a chocolate bar made by Cadbury UK.

The bar was launched in 1981 as a trial version in North East England[1] and with its success it was introduced nationally in 1983.[2] It was seen as a competitor to Nestle's Aero.[1]

In 2003, as part of a relaunch of the Cadbury Dairy Milk brand, the Wispa brand was discontinued and the product relaunched as "Dairy Milk Bubbly". As part of the relaunch, the product was reshaped as a standard moulded bar (similar to other 'Dairy Milk' products) instead of a whole-bar count-line.[3][4] However, in 2007, helped by an internet campaign, the Wispa bar was relaunched, albeit for a "limited period".[2] In October 2008 Wispa returned again to shops in the UK and Ireland due to the chocolate bar's popularity during the previous limited period release.[5]

A product known as Cadbury's Wispa, resembling a moulded Dairy Milk bar with bubbles and with different packaging, is available in some other countries (e.g. Romania).

Manufacture

The tiny bubbles within the chocolate are formed by aerating the molten chocolate with gas, typically carbon dioxide or nitrogen while at a high pressure which causes microscopic gas bubbles to form within the liquid. The liquid is then brought down to atmospheric pressure as it cools, causing the gas pockets to expand and become trapped in the chocolate.[6]

Types

  • Wispa

The original Wispa, Launched in 1983, relaunched in 2007 (Temporary) and 2008 (Permanent).

  • Wispa Gold

Wispa with Caramel, Launched in 1995, relaunched in 2009.

  • Wispa Mint

Wispa with mint filling, Launched in 1997.

  • Wispa Bite

Wispa with caramel and biscuit, Launched in 2000

  • Wispaccino

Wispa with coffee, Launched in 2000

  • Wispa Easter Egg

Sold at Easter, first sold in the 1990s, sold again in 2009.

Advertising

The bar was launched by teaser advertisements in 1983 bearing the phrase "Have you heard the Wispa?" but without identifying the product as a chocolate bar. Original Wispa advertisements, all performed to camera in front of a black background, featured well known actors such as Paul Eddington, Nigel Hawthorne, Victoria Wood, Julie Walters, Simon Cadell, and Ruth Madoc. John Le Mesurier and Arthur Lowe also made a final appearance as their characters from Dad's Army. After its comeback, The Wispa Bar has been advertised using the phrase "Wispas are back. Apparently."

Discontinuation and relaunch

In 2003 Cadbury made Dairy Milk into a family brand by taking existing brands and marketing them as Dairy Milk sub-brands. As part of this change, the Wispa brand was phased out and replaced by "Dairy Milk Bubbly".

Since the discontinuation of the Wispa bar in 2003, several internet campaigns and an online petition to bring it back slowly gained momentum. During Iggy and the Stooges' 2007 performance at Glastonbury Festival, several Wispa fans invaded the stage armed with a banner saying "Bring Back the Wispa."[1] In addition, several "Bring Back Wispa" groups on Bebo, MySpace and Facebook were set up.[7] In August 2007, these campaigns prompted Cadbury to announce that the bar would be relaunched on 8 October 2007[8][2] for an initial limited production of 23 million bars, with a permanent return possible if sales are high enough.[2][9] Predictions that the relaunched product would be marketed as Wispa Classic[10] proved unfounded, and the new Wispa hit shelves in similar packaging to the original bar, a combination of the original colours and the slightly updated lettering style of the later bars. There have been claims that the spontaneous 'campaign' was pre-planned and orchestrated by Cadbury, rather than by members of the public.[11][12]

On 24 August 2007, the first box of the relaunched Wispas was put up for auction on eBay, with a press release from Cadbury saying that the auction was real and that the proceeds (the winning bid was £195.00) were going toward the Cadbury Charity, Ghana for the Source.[8]

In February 2008, Rebecca Wells auctioned an original out-of-date Wispa bar, which she found in a sofa,[13] on eBay for the charity LAM Action.[14] The initial winning bid of £2,550 was found by eBay to be "unauthorised".[13] It has since been re-listed, and raised £1000 for the charity.

The bar returned on a permanent basis in October 2008, with an RRP of 45p.[15] Prior to the permanent launch of Wispa, for a limited time a Wispa McFlurry was available at McDonald's restaurants until 30 September 2008.[16]

In November 2008, the "For the Love of Wispa" campaign called for the public to donate locations, actors, props and other material, for an advert to be filmed in December.[17] The full 2 minute advert debuted on ITV at 8 pm on 20 December. The advert featured a cast of hundreds, from marching bands to Mod scooter riders and gymnasts.

During Easter 2009, a Wispa Easter Egg was made. On 14 September 2009, Wispa Gold was relaunched for a limited time, due to popular demand.[18]

On 29 August 2009, Wispa Gold was released for sale at Foreways on Warwick Road in Carlisle for the next couple of weeks as part of the relaunch. The shop was chosen from many around the country as part of a competition.[19] As of 27 September 2009, it is generally available. The old Wispa Gold rapper was primarily red.

See also

References

  1. ^ a b c Wallop, Harry (20 August 2007), Cadbury plans Wispa revival, retrieved 2007-08-26
  2. ^ a b c d "Internet Forces Return Of 80s Icon". Sky News. 18 August 2007. Retrieved 2007-08-26.
  3. ^ "New name for Wispa bar?". BBC News. 2003-05-07. Retrieved 2007-08-26.
  4. ^ Raeburn, Steven (27 May 2007). "Sweet dreams are made of this". Scotsman. Retrieved 2007-09-23.
  5. ^ "Cadbury Global :: Media :: Wispa... Officially Back for Good". Cadbury.com. Retrieved 2009-06-05.
  6. ^ "Laughing gas makes best bubbles in chocolate". Food Navigator. 18 August 2007. Retrieved 2007-10-27.
  7. ^ "Cadbury to revive Wispa chocolate bar for limited period". Talking Retail. 18 August 2007. Retrieved 2007-08-26.
  8. ^ a b "First Wispa bars auctioned on Ebay". Cadbury. 24 August 2007. Retrieved 2007-09-23.[dead link]
  9. ^ "Web campaign prompts Wispa return". BBC News. 18 August 2007. Retrieved 2007-08-26.
  10. ^ "Cadbury's re-launch Wispa". UTalkMarketing.com. 20 August 2007. Retrieved 2007-08-26.
  11. ^ http://www.mad.co.uk/Main/Home/Articles/0ee34a2b8bc44596be9d336e15b8b303/Cadbury-plans-Wispa-Easter-egg-launch-and-ad-campaign.html
  12. ^ http://www.madcomments.co.uk/wispa-it-a-planned-campaign/
  13. ^ a b "'Rare' Wispa auction in meltdown". BBC. 11 February 2008. Retrieved 2008-02-15.
  14. ^ "Online bids for 'rare' Wispa bar". BBC. 10 February 2008. Retrieved 2008-02-10.
  15. ^ 10 April 2008 (2008-04-10). "Cadbury brings back Wispa permanently 2008-08-03". Marketingweek.co.uk. Retrieved 2009-06-05.{{cite web}}: CS1 maint: numeric names: authors list (link)
  16. ^ [1][dead link]
  17. ^ "Home Flash". For the love of Wispa. Retrieved 2009-06-05.
  18. ^ "Wispa Gold makes a comeback". Talkingretail.com. 2009-05-29. Retrieved 2009-06-05.
  19. ^ "Wispa Gold is Back - Exclusive to Carlisle". newsandstar.co.uk. 2009-08-29.
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