On a different note, the Cadbury Wispa will be revived this autumn thanks to the petitions of 14,000 people across dozens of different Facebook user groups. Manufacturer Cadbury Schweppes said it was the first time “that the power of the Internet played such an intrinsic role in the return of a Cadbury brand.”
If this is truly a grassroots, nostalgia-driven effort (Cadbury insists it is), then the company has a unique opportunity to parlay that revival interest into strong customer ownership: hand over levels of brand management to a dedicated Facebook community.
The bottom line is that what Cadbury’s and Publicis have done well is Listen. Facebook is the new and trendy Social Media tool at the moment, just as blogs were before it. The rules of success are still the same though. Listen to the Conversation and then Engage in the discussions.