Mondelēz International-owned Cadbury has begun a £3 million marketing campaign in the UK to promote its Twirl chocolate bar.

The campaign aims to drive the brand in a new direction as well as celebrate “the uniqueness of the product”.

Set against the hustle and bustle of a busy British summer, two friends, Myles and Sarah, take a few minutes out of their day to discuss how the bar is given its twirls of chocolate.

With answers ranging from chocolate wizardry, to being made by the same people who made crop circles, the new creative aims to bring in a new younger shopper (aged 16 to 25) as well as retaining the core singles audience (25-44.)

The question ‘What makes it so Twirly?’ is explored through a campaign celebrating the distinctive curls, twirls and swirls of a Cadbury Twirl through TV, VOD, social, digital and content partnerships across an 11-week campaign.

Richard Weisinger, senior brand manager for Cadbury singles, said: “This year we are going in a new direction with our campaign for Cadbury Twirl. Our ambition is to encourage our fans to take some time out, let their mind wander and ponder those lifelong questions, like ‘Who makes crops circles?’ or ‘What makes a Twirl so twirly?’

“We want to get the nation talking about Cadbury Twirl and asking themselves who makes them? How? Where? And why is it such a secret? And in turn we hope our fans remember just what it is about Cadbury Twirl that makes them love it so much.”

Earlier this year Cadbury carried out a £12 million marketing campaign as it hopes to reconnect with its customers.