Cadbury has announced it is launching a new limited edition treat that combines two of its popular bars.
The much loved chocolate makers have put a new twist on its Twirl bar, after the success of the Orange Twirl, which became a permanent fixture last year thanks to its popularity. Now, Cadbury has decided to give the bar another reboot, with the launch of Twirl Caramel.
The limited edition bar will arrive in stores next month and be sold in supermarkets, newsagents and on www.CadburyGiftsDirect.co.uk for an RRP of 69p. To ‘control the hype’ around the bar, Cadbury has put up adverts in unexpected places, including the UK’s least used train station and on the banks of the River Thames, which gets submerged during high tide.
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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.
News of the bars was also shared by Cadbury on Twitter with Cadbury UK telling its 68.8k followers: “The new Limited Edition #TwirlCaramel is coming. And it’s so limited that we’re hiding our ads to #ControlTwirlHype. If you find one, you get a free bar before everyone else.”
Cadbury fans shared their excitement in response to the tweets. One person replied: “I love cadburys caramel choccy, I need these. need to get them out in all supermarkets right now”.
Another said: “this has me written all over it!” And a third added: “can’t wait to try”
But others took the opportunity to beg Cadbury to bring back one of its chocolate bars that was discontinued in 2005. One person said: “Bring back Spira” to which someone replied: “I literally came here to say that! Hot chocolate through a Spira yum!”
Another said: “Caramel flavour? Or Caramel content? Anyway, bring back Spira and bring Tiffin to England.” A third person tweeted: “Bring back spirals please”. A fourth said: “Never mind more flavours of twirls, bring back spira bars!!!” And a fifth person added: “sod the Caramel Twirl, bring back the Spira!”
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