I'm in PR Week today, talking about the Cadbury's Wispa campaign. Full version (including the final line they missed off) below:
Children of the 80s rejoiced this week at the permanent return of Cadbury's Wispas thanks to an "independent" fan campaign on a number of social networks. This shows how brands can and should harness public support by tapping into nostalgia and helping to generate "talkability" via digital media.
Chinese Wispas in cyberspace questioning the extent of the involvement or otherwise of the brand (and their agency) could be deemed churlish. But as a rule, when using social media, brands should be transparent to avoid backlash by cynical consumers. However, credit where credit's due – the sheer numbers involved with the campaign as it progressed reflects genuine engagement with the product.
PR-wise, it might smell fishy...but it sure tastes sweet!