A new product launch by Cadbury in the U.K., is playing into the craze for cryptocurrency and amateur trading to build buzz for chocolate bar Wispa Gold Hazelnut Flavour.

Following the Gamestop share trading frenzy earlier this year and jumping on the excitement around bitcoin trading and cryptocurrency, the campaign by VCCP presents the product as a commodity and as an opportunity for investors.

It works by inviting Twitter users to buy fictional "shares" for 69 pence (about $1) in "share drops" in the run-up to the product launch. They can then watch the value go up and down via Twitter updates, and when the campaign closes can redeem limited-edition bars, and possibly multiple bars depending on the eventual "share price." Otherwise, they can buy the product for the 69p price in supermarkets after Sept. 6.

As well as the campaign running on social media, print ads are appearing on the financial pages of newspapers, playing into the investment opportunity theme.

Angus Vine, creative director from VCCP London, described the campaign in a statement as "taking more of a creative risk in our approach, by tapping into the recent craze that is crypto, trading and just the general invasion of traditionally stuffy financial worlds by our younger audience."