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Cadbury uses reverse psychology in ‘un-advertising’ campaign for new Limited Edition Twirl Mint bar

Cadbury's newest limited edition Twirl Mint bar has got a unique promotion technique that is not only eye-catching but also tickling the funny bone. The chocolate giant is launching a tongue-in-cheek ‘un-advertising’ campaign to promote its newest chocolate bar, which is expected to be in high demand among chocolate lovers.

The campaign, developed by creative agency VCCP, takes a "worst-practice" approach to advertising to poke fun at the exclusivity of limited-edition bars. The goal is to discourage people from trying it by using reverse psychology, making it all the more desirable.

The Twirl Mint bar is expected to be a huge hit after the success of previous limited-edition flavours such as Twirl Caramel and Twirl Orange, which were so popular that they became permanent fixtures in the Twirl range. "We are excited to give consumers the chance to get their hands on the limited Twirl Mint chocolate bar. Although mint and chocolate can divide opinions, we believe mint chocolate fans will love this so much that we want them to know they need to act quickly to get their hands on one," said Frederike Grohmann, Cadbury Twirl brand manager.

The campaign features out-of-home and social media activities, as well as a dedicated microsite. It will also include influencer partnerships, where content creators will discourage their followers from trying it. VCCP creatives Tom Lee and Vicky David explained that "Twirl Mint’s going to be very popular, but it’s limited edition – there’s not going to be enough for everyone. So we did a ‘worst-practice’ advertising campaign to un-advertise Twirl Mint, doing everything in our power to stop it from becoming too popular."

Cadbury's unique promotional strategy has sparked interest and curiosity among the public, and we can't wait to see the results of the campaign. Who knows, maybe the reverse psychology technique will work wonders and make the limited edition bar all the more desirable.