Cadbury has rolled out a new social media campaign for its Wispa chocolate bar brand messaging consumers with the idea of ‘Time Well Mis-spent’.

Photo: ‘Time Well Mis-spent’, from Wispa Facebook page

Created by CMW and featuring TV presenter George Lamb, the new campaign continues the brand’s existing campaign celebrating the inconsequential through the Cadbury Wispa Time Well Misspent Foundation. the aim will be to increase drive sales of Wispa.

The video is the first step within the campaign, which will be complemented with a Facebook app and Wispa Meme around the premise that ‘it’s good to goof off’, says The Drum. Fans that use the app will be awarded grants for creating new ways to mis-spend time. Wispa will execute the best ideas. Wispa has over 1.8 million ‘likes’ on Facebook, which makes the brand lovers community the second largest in the UK. Wispa was ‘relaunched forever’ in 2008.

Toby Smart, brand manager for Cadbury Wispa, said: “Sometimes the best use of our time is to do the unconventional. We want to encourage consumers to take time out of their daily pressures and have a little fun. The Cadbury Wispa time well mis-spent Foundation invites consumers to join in with this idea.”