After more than a decade of decline Wispa was discontinued in 2003 due to poor sales. A few years later, after Wispa lovers campaigned for its return on Facebook, Cadbury brought the bar back, first as a limited edition, and then as a full-scale relaunch but on a modest budget. In a ‘traditional’ launch, support would have been short-lived. A creative and media strategy with social media and Wispa fans at its heart turned budgetary restriction into an opportunity. The ‘For the Love of Wispa’ campaign asked fans to pledge their time, talent or belongings in exchange for chocolate, and then turned these into a TV advert. The social media led model helped Wispa become Britain’s best selling chocolate bar with sales of £92.5m and delivered a payback of £3.32 on every £1 invested.