He explains the importance of the campaign having a grassroots authenticity – a real story – which was identified through an online audit of the brand.
Clearly Wispa was a story that had a hook that engaged the media. If we did one thing for the brand, it was spotting the story and bringing it alive within a media community. Manipulation of the web is very dangerous. Too many naïve PRs feel they can force public opinion by this method, but luckily they are usually found out.
This is a good example of public relations monitoring and encouraging a client to respond to online buzz.
It will be interested to see if there is real demand for Wispa beyond the wistful online nostalgia. If so, the campaign can then be judged on giving Cadbury’s a solid business opportunity, not just a chance for some fun coverage.