Mondelez is expanding its Cadbury Twirl range with the launch of a limited-edition Caramel variety.

Available from June at an RRP of 69p in cases of 48, the launch sees the bestselling chocolate flavour combined with one of the UK’s most popular chocolate bars.

In support of the launch, Mondelez has hidden a series of adverts in unexpected places. These include spots on the side of the River Thames that are only visible at low tide as well as billboards on a remote island off the coast of North Wales with a population of just two people.

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Those who have spotted the adverts featuring the hashtag #ControlTwirlHype have been among the first to try the new bar.

Frederike Grohmann, brand manager for Cadbury Twirl at Mondelez, said: “We’ve seen just how popular flavours are within chocolate singles, in fact when Twirl Orange launched it became Cadbury’s biggest selling single bar! We know Twirl Caramel is going to be a hit with consumers which is why we are controlling the hype with our fun and playful launch campaign.”

There will also be additional, PR, digital and social media activity as well as in-store PoS material in support of the new variety.

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