Cadbury discards Borkowski despite Wispa relaunch hit

Cadbury has dropped Borkowski just 18 months after the agency master­minded the hugely successful relaunch of its Wispa brand.

Critical acclaim Wispa’s return was masterminded by Borkowski
Critical acclaim Wispa’s return was masterminded by Borkowski

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

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