Cadbury Twirl Caramel: Control the Hype

Cadbury launched a new Twirl. The UK’s favourite chocolate bar, now in the UK’s favourite flavour - caramel. Thing is, it was limited edition. So limited, if everyone found out about it, there wouldn’t enough to go round. So, to avoid disappointing people, we controlled the hype. We put out hard-to-find ads, including one on the UK's most unlistened-to radio station. ArcSoc FM... at 2.13AM on a Sunday morning. Anyone who happened to be listening got a free bar. It just so happened that no one happened to be listening except Fred, who was half asleep. Still, we managed to #controlthehype