Cadbury Schweppes plc have decided to revive a chocolate bar called Wispa discontinued four years ago.
The reason why? Over 14,000 people joined “Bring Back Wispa“ groups in Facebook asking for its re-introduction. A campaign followed which led the manufacturers to realize that the brand was in hot demand.
What is Cadbury Schweppes’ Global Marketing Code? “We are proud of our brands. They provide fun and enjoyment as treats or refreshment, and are valued for their functional benefits. They can be enjoyed as part of a balanced diet and lifestyle. We provide choice by offering variety and through innovation. We encourage responsible consumption, as this is central to consumers continuing to enjoy our brands. Our consumers are at the heart of our business. We are committed to listening to them and acting responsibly in their interests and have done this successfully for generations.
This Marketing Code of Practice ensures we continue to meet our responsibilities to our consumers.
Accurate and truthful.
Attentive to local sensitivities.
Supporting sensible consumption and balanced life style.
Mr. Heiselman of Wolff Olins sums it up well: “It took discarding the brand for people to really want it. This is a good example of consumers’ owning the brand, versus the corporation.”