Cadbury conducts Eyebrows campaign
By Adnews Staff
Cadbury Adams Canada has begun a promotion called "Eyebrows" for its Dairy Milk chocolate bar. The campaign consists of a television commercial, backed by a three-month contest element called "Eyebrow Language." The language consists of various eyebrow shapes representing the letters of the alphabet. During the campaign, consumers can decode a series of messages written in eyebrows to win prizes. The messages will run in commuter newspapers, in Toronto subway cars and on Vancouver trains. The initiative also includes a billboard in Toronto, a website at <http://www.dairymilk.ca> and a four-week series events in Toronto and Vancouver. "At Cadbury, we are always looking for ways to promote our brands through memorable and creative campaigns that inherently make you smile," said John Phillipson, head of Canadian marketing at Cadbury. "Eyebrows embodies the joy you feel when you eat a Dairy Milk chocolate bar and we hope Canadians embrace the creative, like so many others have around the world, and that it becomes a mainstay in Canadian pop culture." The Canadian campaign was developed by The Hive, Cossette Media, Saatchi & Saatchi New York and Strategic Objectives. The Eyebrows concept was originally developed by Fallon of London.