Cadbury has teamed up with VCCP to launch Wispa Gold Hazelnut Flavour to the UK market with an integrated brand campaign, A New Type of Gold.

Exclusively breaking on Wispa News, a live stream on Twitter, chocolate fans can buy a #WispaGoldHF ‘share’ in Cadbury’s ‘New Type of Gold.’ Instead of money, shareholders will be paid out in chocolate bars, with one #WispaGoldHF share equivalent to one bar of Wispa Gold Hazelnut Flavour.

Aspiring chocolate traders will be able to watch the value fluctuate and receive daily updates on their shares live and direct from the Cadbury UK Twitter account.

Created to entice a younger audience of aspiring Wispa Gold Hazelnut Flavour shareholders, the campaign is supported by Niko Omilana, a YouTube sensation now turned political campaigner, to inject a new youthful personality to Wispa Gold and head up the campaign.

Media, executed by Carat, was also purchased in traditional financial press spots, such as The Sunday Telegraph Money section, designed to tie the activation roll out to the overarching creative of ‘A New Type of Gold.’

“We’ve branded our Wispa Gold Hazelnut Flavour bar our ‘New Type of Gold’ due to its rarity and delicious hazelnut-flavoured caramel filling. Just like real gold, we’ve decided to turn our bars into a new (and fun) commodity, giving our fans the chance to receive a very tasty dividend of multiple bars of the limited-edition chocolate bar to share with their friends and family. This bar has been 18 months in the making and we hope Wispa lovers will enjoy engaging in its entertaining launch” said Junior Brand Manager at Cadbury, Joshua Collier.