In 2018, limited edition Cadbury Twirl Orange launched quietly. But people loved it and we noticed that many people were struggling to find them in shops. Fans travelled across the country to find chocolate bars, with Cadbury having to answer numerous tweets about whether the elusive bar even existed. They were pretty much like Glastonbury tickets.

So, in 2019, when Cadbury asked us to generate hype for the latest batch of the elusive Twirl Orange, we treated them like Glastonbury tickets and did what everyone does when they have something that the whole of the UK wants. We held a presale…for a chocolate bar…and we did it exclusively on Twitter.

First, to tease the activity, we went back in time on Twitter to find old tweets from fans who expressed their frustration about not being able to find Twirl Orange anywhere. And we kicked off the intrigue by responding to their tweets with ⏰. Then we announced the presale through a ‘save the date’ on various social channels, through screen print style fly posters, and we ran the presale through an interactive Twitter livestream.

All 10,000 chocolate bars sold out in minutes over 2 presales and we got the campaign hashtag trending number 1 on Twitter in the UK and globally...twice. And once they received them in the post, people started selling on eBay for hundreds of pounds.