Cadbury UK - #TwirlOrangePressale
“The first-ever presale of a 69p chocolate bar, live on Twitter.”
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The Background.
Twirl Orange is a limited edition version of the Cadbury Twirl chocolate bar. When it first launched in 2019, the British people went pretty crazy for it: panic-buying, hunting down various retailers across various cities, you name it. Some even questioned the very existence of the chocolate bar, making it feel like finding Twirl Orange was almost as difficult as securing tickets for Glastonbury.
The insight.
So it became apparent that, in a year with everything cancelled, people were desperate to find *anything* to be excited about… So could we relaunch the limited edition Twirl Orange as if it were the festival of 2020, on and off Twitter?
1. Create intrigue.
Cadbury liked and replied to 2019 Tweets that mentioned Twirl Orange with an enigmatic ⏰. We then let Twitter do its thing and create an organic chatter amongst Twirl Orange fans.
2. Announce the presale.
Cadbury announced the presale just like Glastonbury would: by sending people a save-the-date. All they had to do is like this tweet to be reminded to tune-in when the livestream began. Feel the pressure rising…
3. Launch the presale.
On the day of launch, we notified Twirl Orange fans to tune-in to Twitter for the live presale. They discovered an interactive livestream where they had to tweet @cadburyuk + #TwirlOrangePresale In order to get a chance to redeem one of the precious bars available throughout the 2 pre-sales.
