Here is a man who would not take it anymore. A man who stood up against the scum, the cunts, the dogs, the filth, the shit. Here is a man who stood up.
I used to think this about advertisers — now I think it about my readers. Because if keyword queries are anything to go by I am indeed Travis Bickle, gazing out into the world at large and disgusted by what he sees. Sex and shit. Sex and shit adverts. Visit our brain gym where you will find simple and cryptic crosswords, sudoku puzzles and much more. Updated at midnight every day. We would love to hear your feedback on the section right HERE. Wispa back by popular demand CADBURY is to bring back the Wispa chocolate bar for good after a campaign on social networking websites demanded its return.
Judge urges siblings in battle over 'modest' estate to seek a compromise. More in this section. The now famous 'Duos' campaign was developed against this brief. It features two famous personalities against a limbo background talking about the Wispa bar.
One of the personalities is more knowledgeable than the other about Wispa, and a witty dialogue ensues between them about what exactly Wispa is. Accurate definition eludes them, but it is obvious that they nevertheless find eating a Wispa bar a deeply enjoyable experience. By this mechanic they create product intrigue as a prompt to trial which is then picked up on in the endline whisper 'Bite it and believe it'. From the beginning it was always intended to develop a pool of executions featuring different personalities.
The role of the personalities was: Famous people had not been used to advertise a chocolate bar before. But use of personalities also offered the facility to up-date and refresh the campaign continually. They were crucial to maintaining topicality post the first six months of launch. Furthermore, the choice of two personalities where the intimate relationship between them was readily understood and created a feeling of eavesdropping which was totally involving.
This intimacy, enhanced by the limbo set, ensured that the Wispa bar was the focus of attention. It also, in time, became a highly memorable and distinctive advertising property which was unique to Wispa. In the early stages of launch three sets of 'Duos' were developed: The main campaign consisted of second time lengths, but second teasers were also developed alongside to foster consumer intrigue prior to the main launch.
The brand was launched in Tyne Tees in October Ten-second teasers appeared nightly for the first week and were then followed in quick succession by the three second executions at a launch weight of 1, adult TVRs.
A heavyweight sheet and 4-sheet poster campaign supported TV activity, picking up on the endframe packshot with the end super 'Bite it and believe it'. Following a successful Tyne Tees launch a structured roll-out timetable was developed to take advantage of TV area discount opportunities and allow for a gradual build-up of trade activity. Consequently, the brand was rolled out area by area over 15 months, starting with Tyne Tees in October and ending with Southern in December It was only in January that the brand was truly 'national'.
In line with marketing and advertising objectives key measures of campaign performance were: The campaign was monitored from launch using a combination of Millward Brown Tracking, AGB Panel and Consumer Qualitative Data. Absolute results were then compared with both consumer and ex-factory sales data. For the purposes of this paper, campaign evaluation has been divided into two sections to illustrate both the regional and national pictures for Wispa. Three regions have therefore been isolated to illustrate campaign performance in their initial launch period of 28 weeks: Measures for each are compared on the basis of equivalent number of weeks from launch.
The paper then moves on to show the national picture 15 months on from the first regional launch. The minor peaks and troughs in awareness levels are a function of media support but in each area the achievement in terms of spontaneous brand awareness was extremely high. This picture is consistent across all ten regions. As one might expect in a new brand launch, advertising awareness levels are generally higher than brand awareness, falling back over the time period to match brand awareness as the latter measure is consolidated.
Clearly the 'Duos' campaign has contributed extremely successfully to the saliency of the brand in the chosen areas and in the areas not covered. Moreover, in terms of communication and brand image, the advertising has communicated the nature of the brand's uniqueness Table 6. A more qualitative examination of the recall data Table 7 shows that the advertising has successfully captured the intrigue and excitement surrounding the bar, as portrayed by the 'hush hush' nature of the personalities' dialogue - the way they whisper and the secrecy surrounding the discovery of the product.
Qualitative research conducted in May to cover the earlier launch areas, confirms the findings of the Millward Brown Tracking Study. Overall findings suggested that the product, through the advertising, was seen as a very 'sophisticated' product, not in terms of usage, but in the choice of presenters and the claimed specialness they bring to the bar Consumer Connection.
At the end of 32 weeks, regional penetration levels and value share levels in all areas had achieved the targets set. The remarkably high saliency levels achieved for Wispa, and the aura of status and specialness surrounding the creative treatments and hence the product, had generated unprecedented levels of trial and sales in a market previously dominated by Mars, Twix and Kit Kat.
Moreover, the roll-out period was managed using the same three 'Duos' commercials across all areas and all bursts. At the end of , Wispa advertising achieved the distinction of a endorsement on 'enjoy watching the ad' higher than any other brand except Flake and Turkish Delight - one sign that the 'Duos' campaign had retained the levels first set 15 months earlier in Tyne Tees.
Qualitative research conducted during the launch phase had confirmed that the reasons for the brand's appeal were twofold. First, there was no doubt that the advertising had been highly intrusive and had more than successfully created the air of intrigue and specialness we had wanted to develop for Wispa.
Secondly, talking to users, the appeal of the product itself was confirmed. The originality and uniqueness of Wispa related primarily to the combination of Cadbury's chocolate with the elusive inner texture. To narrow or define this appeal further to a functional positioning analogous to 'energy giving' Mars or to snack appeal Twix and Kit Kat would be to limit what Wispa had to offer. However, it was felt that we should give emphasis to the product appeal, as expressed in the phrase 'smooth and velvety' inner texture, to ensure that Wispa's offer was not confined to the intrigue and novelty associated with a new bar.
In addition, our choice of creative device - 'Duos' - had helped develop a brand personality for Wispa which was stylish, witty and a cut above other countlines.
Any further choice of personalility was to be guided by these criteria. Consequently, three further 'Duos' were developed to maximise the brand personality and strengthen the balance of communication in favour of the product's appeal.
The personalities chosen were: These commercials were aired from April , reaching the later roll-out areas in July. Launch weights were maintained at adult TVRS per burst, with regional differences being gauged to optimise cost efficiency. In total, each region received some 1,, TVRS across the month period.
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