Cadbury begins new Caramilk Secret campaign
Cadbury has begun a campaign for its Caramilk chocolate bar. This is the first campaign for 10 years to use the "Caramilk Secret" theme. The campaign will make use of television, online, print, transit and street advertising. Ten executions will "reveal" the secret in various enigmatic ways. The 30-second television commercial, which broke on Monday, purports to reveal the secret through contemporary dance. Beginning June 22, fifty audio boards within the Toronto subway system will be installed. Subway riders can plug in their own headphones to hear the secret reveals by one of six characters, including a five-year-old boy, a speed reader, a fax machine and a whale. "The Caramilk Secret is an advertising achievement that most brands long to have and today it remains one of the most recognizable Canadian advertising campaigns," said Michelle Lefler, manager of Canadian corporate communication at Cadbury. "This year, our intelligent creative will reveal the iconic secret in unique ways that will strike a chord with Canadians, satisfying the need to know for some and continuing to feed the wonder of others." The campaign was developed by Saatchi & Saatchi of New York, with media buying handled by Cossette and public relations from Strategic Objectives.