Last year Cadbury launched Twirl Orange as a limited-edition bar, and the British public went wild for it. Fans travelled across the country to find bars that began selling on eBay for hundreds of pounds, with Cadbury having to answer numerous tweets about whether the elusive bar even existed.
This year the bar is back, and to match the public’s anticipation, VCCP has developed a Glastonbury-style presale, giving superfans the chance to get their hands on a Twirl Orange before they hit the shops. To make the experience as authentic and democratic as possible, the presale features queue times and digital waiting rooms to ‘queue up’ for the bars. Just like a music festival, the campaign also includes impactful, screen print style fly posters promoting the presale. Alongside this, there will also be large-scale takeovers on music venue billboards.
Fans will be able to order the limited-edition bar via Twitter Livestream on Tuesday 18th August for 69p RRP. In a nod to Cadbury’s altruistic heritage, and to help support the music industry through COVID-19, all profits from the presale will be going to Music Venue Trust. Cadbury will be covering all the postage costs and fans who manage to make an order will also receive a Twirl Orange collectible.
If you miss out the first time around, you will have another chance to try your luck at midday on Thursday 20th August. The limited-edition Twirl Orange bars will then hit shops in mid-September.
Radhika Pai, Brand Manager at Cadbury, said: “We know people love Twirl Orange, the limited edition production last year was sold out in weeks. We knew we had to bring it back to give people another chance to enjoy it, especially anyone that missed out last year. Through our presale campaign, fans can get their hands on a bar before it hits the shops and from the comfort of their homes. Limited Edition Twirl Orange is as delicious as ever and we cannot wait for fans across the country to try the product again.”
Chris Birch, Creative Director at VCCP, added: “The demand for Twirl Oranges last year was insane. Glastonbury ticket-esque. So we thought it only right that this time around everyone has the fairest chance of getting one. No VIP or queue jumping here.”