CMW has launched an all-new Wispa website at wispa.co.uk.
Cadbury Wispa returned to UK shelves in 2007 in response to overwhelming consumer demand. CMW led design and strategy of the website while digital agency Clusta acted as technical build partner on the project.
The strategy behind the revamped site was to share ownership of it with the fan base who were instrumental in putting the brand back on the shelves.
It recognises that the Wispa-loving public feels protective towards the brand and close to it. It's 'their' Wispa. Consequently it should be their wispa.co.uk too. Fans can make suggestions about what should be on the site and as it develops CMW will iterate lots of ideas and see which of these fans support and which they find less compelling.
In addition to a brief history of the bar (covering its sad demise and triumphant return) and regular news updates, the site includes a range of different play zones:
• Personalise your own virtual Wispa • Play with a Wispa soundboard (where you can record your own Wispa anthem)
• A birthday board – a place for visitors to post their birth dates and see which fellow Wispa fans they share a birthday with
• A Room 101, where fans can submit an item to be disposed of to make way for the Wispa bar. "There are lots of ways for fans to get involved online and to make wispa.co.uk their own place.
The plan is to develop and grow participation over time as we learn more and more about what the Wispa fan base values most," says Cadbury senior brand manager Ross Farquhar.
Matt Smith, CMW account director, says: “It was the online world that dictated the return of Wispa, particularly the Facebook group, so it’s only fitting that the bar should have a digital presence to match. We like to think of it as a digital playground where Wispa fans get to celebrate the iconic chocolate bar in a myriad of fun and creative ways.
“The site is about the sense of ownership that consumers feel for the brand. That’s why the public will generate most of the content. After all, without them it wouldn’t be here today. ”
Katheryn Sutcliffe, director of client services at Clusta, adds: “With its great interactive features, the site is a fantastic opportunity to utilise the digital possibilities and grow the online presence of this much loved brand. Dedicated to digital and as fans of Wispa ourselves, this is something we were very happy to be involved with!”