Creative agency CMW has been appointed to leverage Cadbury Wispa's significant following with a campaign that calls on social media users to embrace ‘Time Well Mis-spent’.
The campaign builds on the brand’s existing campaign by encouraging 16-34 year olds to celebrate the inconsequential through the Cadbury Wispa Time Well Misspent Foundation. Fronted by TV presenter George Lamb the aim will be to increase drive sales of Wispa.
CMW will design and deliver a social media app and Wispa Meme around the premise that ‘it’s good to goof off’. Fans will be awarded grants for creating new ways to mis-spend time.
In addition to delivering the social media elements, CMW will also be responsible for driving user engagement through suggestions and sharing them amongst friends. From these, Wispa will select the best ideas to execute.
Toby Smart, brand manager for Cadbury Wispa, said: “Sometimes the best use of our time is to do the unconventional. We want to encourage consumers to take time out of their daily pressures and have a little fun. The Cadbury Wispa time well mis-spent Foundation invites consumers to join in with this idea”
Liz Wilson, chief executive, CMW said: “It’s always our ambition to help brands reach consumers in a way that resonates on a personal level by cultivating a more engaged connection with the brand. Social media will allow us to help fans celebrate the insignificant, and the shared enjoyment between brand and consumers of time well mis-spent is a great vehicle to make that happen.”