Wispa and Consumer Sovereignty

In a world of consumer sovereignty, needs and wants of consumers are revealed in their preferences in the market place. Producers then respond to changing demand by supplying the goods and services we are willing and able to pay for. is the long awaited permanent relaunch of the wispa an example of consumer power?

The real world of markets is riddled with imperfections! Individuals may suffer from information failures of various kinds that might lead them to make purchasing (and saving) decisions that turn out to be damaging. I liked the idea of “retrospective regret” mentioned by a colleague at a revision workshop the other day when discussing consumption of de-merit goods.

On the supply-side of the market, producers are able to use persuasive advertising and marketing to manage and manipulate our preferences – often creating a demand that might not have materialised through our own free will.

Twenty five years ago Cadbury’s launched a new chocolate bar – Wispa – I recall made a huge impact on the congested market for confectionery – helped by a memorable TV advert featuring the cast of Dad’s Army and other BBC comedy shows.

Two decade on the product was withdrawn and teachers across the land added it to a long list of goods deemed by the manufacturers to have reached the end of its product life-cycle.

For Wispa lovers though the battle was joined and the social networking site Facebook provided an ideal vehicle for their campaign to bring back the original Wispa bar. Cadbury’s re-launched the Wispa for limited period in 2007 and sold 20 million bars in seven weeks.

Recognising the marketing and commercial opportunities from a full re-launch Cadbury’s have given Wispa a more permanent return to the shelves of supermarkets, newsagents and local stores and the result has been staggering – they have sold 70 million bars in just ten weeks. The Facebook site now has 202,654 fans and this legion of supporters has been tapped by the Cadbury’s marketing department for pledges of love and support that will feature prominently in a national television advertising campaign for the Wispa scheduled for prime time just before Christmas.

Is the return of the Wispa bar a reflection of the power of consumer preferences? Cadbury’s would like us to believe so, but the reality is that Cadbury’s have been remarkably clever in re-igniting the Wispa brand. Prior to the full re-launch they entered into a joint venture with McDonald’s to sell a Wispa McFlurry. And now the “For the Love of Wispa” marketing campaign provides an expensive but hugely successful vehicle for a product re-launch despite difficult economic times.

Wispa it quietly but Cadbury’s will use success story as a platform for bringing other much loved favourites back onto the shelves – next up – the original Cadbury’s Caramel bar – one of my great Sunday afternoon favourites.
Wispa effect boosts Cadbury sales

Web campaign prompts Wispa return