Cadbury Un-Advertises Limited Twirl Mint Chocolate With ‘Reverse Psychology’
By Alexa Heah, 11 May 2023
In a cheeky campaign with creative agency VCCP, Cadbury is using “reverse psychology” to pique fans’ interest in its highly-anticipated Twirl Mint bar, a limited-edition treat that’s an updated iteration of its iconic Twirl chocolate.
Looking to follow in the footsteps of the Twirl Orange, which sold out across the country before it was added as a permanent addition to the range, the brand has released a series of “worst-practice” advertisements that aim to put off customers while luring them in at the same time.
Images of the delectable chocolate bar are accompanied by tongue-in-cheek provocations, such as “Doesn’t mint chocolate just remind you of Nan’s cupboard?” to “warn” fans from trying out the new flavor so there’ll be enough supply for the true mint chocolate lovers.
Unlike spots that typically encourage customers to peruse the links provided, these signs do the exact opposite—telling fans not to swipe up or click on the link to find more information. Influencers will take part in dissuading their followers from buying the snack, too.
Tom Lee and Vicky David, creatives at VCCP, explained that the campaign played on the strong opinions customers have on mint chocolate while telling those who love the taste to act quickly despite efforts to “stop it from becoming too popular.”
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