Menu
Mark Borkowski.
Mark My Words
  • Blog
  • About
  • Talks
  • Press
  • Books
  • Social
  • Archive
  • Contact
Close Menu
August 20, 2007

The Whisper on Wispa: Never Underestimate the power of 1980's nostalgia

wisper-280-3.gifI have received a flurry of emails from fellow PR friends and journalists who have realised that Borkowski is behind the relaunch of Wispa.  Many erroneously think we created an online campaign to bring back Wispa.

We designed a press campaign informed by the amount of on line pressure groups that had been running for over two years, to twist Cadbury’s arm to bring back this favourite.  On the last count there were 360 individual campaigns across Bebo, My Space and Facebook as well as countless YouTube sites hosting the famous eighties Wispa commercials.

This organic desire, fuelled by nostalgia and empowered by a sense of fun, could not have been created by any PRs. Manipulation of the social networking sites by PRs cannot be achieved without being found out. We at Borkowski look for a journalistic hook in every story and although I have a reputation for being a stuntster, I prefer to deconstruct a brand to find out if a real story exists before a paradigm is created.  Luckily we won a piece of business, a famous heritage brand, which was ripe for return.

Making Cadbury confident that there was a ground swell of enthusiasm for Wispa was our overview when we had done an online audit.  Too many scamsters spend time trying to originate on line campaigns which have no resonance with an online community.  Unfortunately, foolish brands and their budgets are soon parted. Clearly Wispa was as story that had a hook that engaged the media.

If we did one thing for the brand, it was spotting the story and bringing it alive within a media community.  Manipulation of the web is very dangerous. Too many naïve PRs feel they can force public opinion by this method, but luckily they are usually found out.

Related Posts

Mark Comments, Uncategorized

Circus showman Gerry Cottle dies with coronavirus aged 75

Mark Comments, Uncategorized

STRIKE A POSE Catwalk Queen Kate Moss has £12m in bank after being top of her game for years

Mark My Words

Depp in deep

Recent Posts

  • Circus showman Gerry Cottle dies with coronavirus aged 75
  • The winners and losers of Megxit: One year on from Prince Harry and Meghan Markle’s bombshell announcement, how the Duke’s old school pals and the Queen have lost out while Oprah and even Joe Biden have benefitted
  • Meghan Markle and Prince Harry hired ex-Palace aids despite ‘vipers’ claim
  • ‘I am my mother’s son’: Harry uses a photo of Diana and vows to ‘unleash the power of compassion’ with Meghan on new website for foundation that reveals partnerships with Stanford ‘centre for altruism research’ and ‘humane technology’ charity
  • Archie’s first podcast: Meghan and Harry feature 19-month-old son in star-studded first Spotify episode and coax him into wishing listeners a Happy New Year in his American accent

Previous posts

January 2021
M T W T F S S
 123
45678910
11121314151617
18192021222324
25262728293031
« Dec    

Archives

Back To Top
Mark Borkowski.
  • Blog
  • About
  • Talks
  • Press
  • Books
  • Social
  • Archive
  • Contact
© Mark Borkowski. 2021
Mark My Words
  • Twitter
  • Pinterest
  • Instagram