Don't read this blog post - Marketing mischief with a minty twist!
In the realm of marketing, we often discuss best practices, but every now and then, a daring brand like Cadbury emerges, challenging conventions and turning the game on its head.
Cadbury recently unveiled a limited edition mint Twirl, but instead of bombarding us with irresistible slogans and urgent calls to action, they choose to playfully defy the marketing rulebook. They've coined this approach "worst practice."
To explain their audacious choices, the mint-focused masterminds at creative agency VCCP, Tom Lee and Vicky David said this:
"Twirl Mint's going to be very popular, but it's limited edition - there's not going to be enough for everyone. So we did a ‘worst-practice’ advertising campaign to un-advertise Twirl Mint, doing everything in our power to stop it from becoming too popular."
At the heart of the campaign were these delightfully cheeky ads. Cadbury took a bold approach by attempting to dissuade people from trying the product. They employed reverse psychology with a playful twist, telling us "Don't search for this product," "Don't swipe up to find out more," basically "Don't buy this product." It's like being challenged not to press that big red button - suddenly, our curiosity is piqued, and the minty temptation is more irresistible than ever!
Mint Twirls are no longer available on the Cadbury website (they weren't kidding about the limited edition!) But the fun doesn't stop there! If you try searching on Google, Cadbury greet you with a mischievous message exclaiming, "Thank goodness you missed it!"
Life is too short to adhere strictly to the same old marketing playbook. Sometimes, it's the unexpected and mischievous surprises that make our taste buds dance and leave us yearning for more. Cadbury shattered the mould, giving us a well-deserved chuckle along the way. Who would have thought that being told not to do something could make us crave it even more?
Hats off to Cadbury for daring to be different and sprinkling a touch of mischief into our lives.
