In a surprise move, the confectionery firm has asked rival agency The Red Consultancy to handle PR for Wispa. At the same time, bitter rival Mars has brought in new agency support to promote key brands including Maltesers and Twix.
Borkowski was praised for its ‘Bring Back Wispa’ campaign in late 2007, which culminated in 93 Facebook groups and 14,000 people calling for the return of the chocolate bar.
On 18 August 2007, Cadbury sparked widespread media coverage when it finally confirmed that it would bring back Wispa.
The successful relaunch was followed by Borkowski picking up the coveted PRWeek Campaign of the Year Award.
But this week, Borkowski lost the business following a four-way shoot-out. The agency defended its brief, but was pipped by Red, which already handles PR for Cadbury’s Dairy Milk brand. Borkowski managing partner Larry Franks said the PR brief had changed ‘dramatically’.
He added: ‘The new brief will be led by advertising, with PR dovetailing and supporting it. Red is more suited to this. It has all been amicably decided.’
It is understood that Red has been briefed to build on the brand’s status as a cultural icon by creating new stories that will increase product awareness.
Meanwhile, Mars has handed a major chunk of its consumer business to Brando in favour of Ketchum. Following a keenly fought pitch, Brando will now sit alongside Jackie Cooper PR on Mars’ ‘chocolate roster’.
Ketchum has been relegated to the less glamorous task of handling PR for Mars’ non-confectionery brands such as Uncle Ben’s and Dolmio.
Return of Wispa
October 2007 Eventual launch features original Wispa temptress Rula Lenska in a Back to the Future car, flanked by excited fans
August 2007 Speculation reaches fever pitch, before Cadbury finally breaks the news that Wispa is coming back
March 2007 Borkowski begins campaign by fuelling online rumours of Wispa’s return and monitoring internet chatter