“We should really have learned from the past. Cadbury started making Wispa bars again two years ago after an online campaign by chocoholics supposedly nostalgic about their 1980s heyday. The PR guru Mark Borkowski behind the ’story’ denies it was a stunt. (In a series of blogs about the awards his campaign won, he wrote: ‘We designed a press campaign informed by the amount of online pressure groups that had been running for over two years, to twist Cadbury’s arm to bring back this favourite.’)”

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