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Wispa

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Cadbury Wispa
Wispa
Wispa
Product typeConfectionery
OwnerMondelez International
CountryGreat Britain
Introduced1981
Related brandsList of Cadbury products
TaglineTime Well Mis-spent
Websitewww.facebook.com/wispa
A Wispa split in half.

Wispa is a brand of chocolate bar manufactured 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 Rowntree's Aero (now owned by Nestlé).[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]

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. The gas escapes whilst eating, creating a whispering sound that can be heard if the bar is held to the ear. This gives the bar its name.[6][7]

Advertising

The bar was launched by teaser advertisements in 1983 bearing the phrase "Have you heard the latest Wispa?" which did not identify 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.

At the time of its comeback in 2008, Wispa was re-launched using large outdoor posters featuring the tagline "It's back. Apparently." and smaller, roadside posters featuring conversations about Wispa returning, which read; "Apparently, the Wispa thing is true. It's coming back. Finally. Brilliant." In December 2009, Wispa aired a television advert entitled "For the love of Wispa",[8] starring members of the public recruited from an earlier advertising campaign. The advert included cheerleaders, choirs and grandparents, and was aired on 20 December at 8 pm on ITV.

In 2009, to mark the return of Wispa Gold, Wispa gave away the launch advertising campaign for the bar to fans.[clarification needed] The outdoor poster campaign which followed saw over 7,000 submissions and featured over 900 different posters across Britain and Ireland".[9]

In May 2012, Cadbury Wispa launched a new advertising campaign targeted at young adults, who possibly had not tasted Wispa until its permanent return in 2008. The campaign focused on idea of irresponsible fun, with a strapline of "time well mis-spent". Adverts included short film entitled "5 Friends, One Mountain and a Very Big Inflatable, which followed a group of friends carrying an inflatable character up a steep rocky mountain.[10] This advert followed the launch of the "Cadbury Bitsa Wispa", a bag of bite-sized miniature versions of Cadbury Wispa chocolate. After launch, Bitsa Wispa became worth £3.5m.

In 2015, Mondelēz International shrunk the size of the Bitsa Wispa sharing bag from 130g to 110g and also reduced the size of the Wispa Easter Egg making it weigh 78g lighter. The Wispa chocolate bar wrapper was also redesigned ditching the blue coloured wrapper for the traditional Cadbury purple.

Products Available

Cadbury Wispa: an aerated, velvety textured milk chocolate bar. Launched in 1981, discontinued in 2003, relaunched in 2007 temporarily but relaunched again in 2008 permanently.

Cadbury Wispa Gold: an aerated, velvety textured milk chocolate bar with a caramel layer. Launched in 1995, discontinued in 2003, relaunched in 2009 temporarily but relaunched again in 2011 permanently.

Cadbury Wispa Duo: an aerated, velvety textured milk chocolate bar in two halves. Launched in 2010, discontinued in 2011 but relaunched permanently in 2012.

Cadbury Wispa Night: an aerated dark-chocolate bar. Available in Russia.

Cadbury Bitsa Wispa: aerated, velvety textured milk chocolate in little bitesize pieces. Launched in 2012.

Cadbury Wispa Hot Chocolate: hot and frothy semen based drink Launched in 2013.

Cadbury Wispa Gold Hot Chocolate: hot and frothy instant caramel flavoured hot chocolate. Launched in 2014.

Cadbury Wispa Biscuits: a round biscuit with a layer of aerated milk chocolate, covered in milk chocolate. Launched in August 2014.

Cadbury Endless Wispa: a long multipack of 4 Wispa bars. Available every Christmas since 2012.

Cadbury Bitsa Wispa Sharing Tube: a tube full of little aerated, velvety textured milk chocolate pieces. Launching Christmas 2014.

Cadbury Wispa Easter Egg: a hollow milk chocolate egg with 4 Wispa bars. Launched in 80s, discontinued in 2003 but relaunched in 2008 permanently. Available only at Easter. In 2015 the amount of bars included in the Easter Egg was decreased dramatically to just 2 Wispa bars.

Products Discontinued

Cadbury Wispa Mint: an aerated, velvety textured milk chocolate bar with a mint layer. Launched 1995, discontinued 2003.

Cadbury Wispa Bite: an aerated, velvety textured milk chocolate bar with a caramel and biscuit layer. Launched 2000 and discontinued 2003.

Cadbury Wispaccino: an aerated, velvety textured milk chocolate bar with a coffee-flavoured caramel layer. Launched 1997 and discontinued 2003.

Cadbury Wispa McFlurry: soft serve vanilla ice cream topped with Wispa pieces and chocolate sauce. Launched in 2008 and 2012 but currently discontinued.

Cadbury Wispa Gold McFlurry: soft serve vanilla ice cream topped with Wispa pieces and caramel sauce. Launched in 2012 but currently discontinued.

Cadbury Wispa Ice Cream: chocolate ice cream with Wispa pieces. Launched 2009 but discontinued in 2012.

Cadbury Wispa Ice Cream Bars: chocolate ice cream bar with Wispa pieces, covered in milk chocolate. Launched 2009 but discontinued 2013.

Cadbury Wispa Gold Easter Egg: a hollow milk chocolate egg with 4 Wispa Gold bars. Launched 1999, discontinued in 2003 but relaunched temporarily in 2009.

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, a host of 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.[11] In August 2007, these campaigns prompted Cadbury to announce that the bar would be relaunched on 8 October 2007[2][12] for an initial limited production of 23 million bars, with a permanent return possible if sales are high enough.[2][13] Predictions that the relaunched product would be marketed as Wispa Classic[14] 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.[15][16]

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.[12]

In February 2008, Rebecca Wells auctioned an original out-of-date Wispa bar, which she found in a sofa,[17] on eBay for the charity LAM Action.[18] The initial winning bid of £2,550 was found by eBay to be "unauthorised".[17] It has since been re-listed, and raised £1000 for the charity.

The bar returned on a permanent basis in October 2008.[19] Prior to the permanent launch of Wispa, for a limited time a Wispa McFlurry was available at McDonald's restaurants until 30 September 2008.[20] During Easter 2009, a Wispa Easter Egg was made.

On 14 September 2009, Wispa Gold was relaunched for a limited time,[21] following a Facebook campaign. The product was initially released for sale at Foreways on Warwick Road in Carlisle two weeks earlier, after the shop had been chosen from many around the country as part of a competition. As at 20 January 2010, Wispa Gold is once again available in Australia (having been previously marketed as the Crave bar) following parallel importing by Coles Supermarkets.[22]

On 26 August 2011, it was announced that Wispa Gold would return permanently in November in support of team GB at the London 2012 Olympic and Paralympic Games.[23]

In April 2013, Cadbury launched Wispa Hot Chocolate and backed it with an advertising campaign with the slogan ‘froth out’. The television advert featured the ‘frothybeast’ giving the general public an insight to his ‘frothy life’. The ‘frothybeast’ advertising campaign lasted until the end of April 2013.

A Wispa Gold version of the Wispa Hot Chocolate was launched in February and in July, Cadbury launched Wispa Biscuits.

References

  1. ^ a b c Wallop, Harry (20 August 2007), "Cadbury plans Wispa revival", The Daily Telegraph, London, retrieved 26 August 2007[dead link]
  2. ^ a b c d "Internet Forces Return Of 80s Icon". Sky News. 18 August 2007. Retrieved 26 August 2007.
  3. ^ "New name for Wispa bar?". BBC News. 7 May 2003. Retrieved 26 August 2007.
  4. ^ Raeburn, Steven (27 May 2007). "Sweet dreams are made of this". The Scotsman. Edinburgh, UK. Retrieved 23 September 2007.
  5. ^ "Cadbury Global :: Media :: Wispa... Officially Back for Good". Cadbury.com. 4 August 2008. Archived from the original on 22 August 2008. Retrieved 5 June 2009.
  6. ^ "Laughing gas makes best bubbles in chocolate. The bar is currently manufactured in Dublin, Ireland". Food Navigator. 18 August 2007. Retrieved 27 October 2007.
  7. ^ "How can changes in pressure on Earth help us find out about Jupiter (and put bubbles in chocolate)?". physics.org. Retrieved 2 November 2012.
  8. ^ "For the Love of Wispa". Cadbury. 6 January 2009. Retrieved 6 January 2010.
  9. ^ "Wispa Gold Messages". Cadbury. 6 January 2009. Retrieved 6 January 2010.
  10. ^ http://www.youtube.com/watch?v=r2vE2Zi15aU
  11. ^ "Cadbury to revive Wispa chocolate bar for limited period". Talking Retail. 18 August 2007. Retrieved 26 August 2007.
  12. ^ a b "First Wispa bars auctioned on Ebay". Cadbury. 24 August 2007. Archived from the original on 16 October 2007. Retrieved 23 September 2007.
  13. ^ "Web campaign prompts Wispa return". BBC News. 18 August 2007. Retrieved 26 August 2007.
  14. ^ "Cadbury's re-launch Wispa". UTalkMarketing.com. 20 August 2007. Archived from the original on 28 September 2007. Retrieved 26 August 2007.
  15. ^ "Cadbury plans Wispa Easter egg launch and ad campaign". Mad.co.uk. 10 July 2008. Retrieved 5 January 2010.
  16. ^ mad.co.uk. "Marketing Advertising Design Blog – Insight, News & Views of the mad.co.uk news » Wispa it: a planned campaign?". Madcomments.co.uk. Retrieved 5 January 2010.
  17. ^ a b "'Rare' Wispa auction in meltdown". BBC. 11 February 2008. Retrieved 15 February 2008.
  18. ^ "Online bids for 'rare' Wispa bar". BBC. 10 February 2008. Retrieved 10 February 2008.
  19. ^ "Cadbury brings back Wispa permanently 2008-08-03". Marketingweek.co.uk. 10 April 2008. Retrieved 5 June 2009.
  20. ^ [1][dead link]
  21. ^ "Wispa Gold makes a comeback". Talkingretail.com. 29 May 2009. Retrieved 5 June 2009.
  22. ^ "Wispa Gold is Back – Exclusive to Carlisle". newsandstar.co.uk. 29 August 2009.
  23. ^ "Cadbury reveals next wave of Olympic products". talkingretail.com. 26 August 2011.
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