Cadbury's revived chocolate brand Wispa has launched a new website created by CMW and Clusta.

London-based communications agency CMW designed the website while Birmingham digital agency Clusta leant techincal support.

The resurgent Wispa brand, which was discontinued by Cadbury in 2003, returned to shelves in 2007 after an online campaign by fans.

Because of the public support behind Wispa's comeback, Cadbury said the website has been designed so fans can help determine its content.

"There are lots of ways for fans to get involved online and to make wispa.co.uk their own place," said Cadbury senior brand manager Ross Farquhar.

"The plan is to develop and grow participation over time as we learn more and more about what the Wispa fan base values most," Farquhar added.

The site includes a brief history of the product covering its demise and return, news updates and what CMW describe as "play zones" - interactive features such as letting visitors personalise their own Wispa bar.

Matt Smith, account director at CMW, said: "It was the online world that dictated the return of Wispa, particularly the Facebook group, so it’s only fitting that the bar should have a digital presence to match. We like to think of it as a digital playground where Wispa fans get to celebrate the iconic chocolate bar in a myriad of fun and creative ways.
 
“The site is about the sense of ownership that consumers feel for the brand. That’s why the public will generate most of the content.  After all, without them it wouldn’t be here today."