CADBURY SECRET REMAINS A MYSTERY IN NEW COMMERCIAL
By Adnews Staff
Cadbury Chocolate Canada Inc. is broadening its "Secret" campaign with a new commercial without divulging the secret of how the caramel gets inside the Caramilk bar. According to Cadbury Caramilk, the "Secret" ads have been running for more than 30 years. This year marks the year the "Secret" move into the millennium. The new commercial, titled "Sleeping Beauty", was created by Leo Burnett Co. Ltd. The ad opens with a young man entering a reception area. A receptionist greets him. He swipes a futuristic looking currency card and picks up a Caramilk bar. As he is led down a corridor he catches glimpses of people eating Caramilk bars in the adjoining rooms. The attendant shows the man into a room of his own. The door opens to a woman sleeping on a stone platform. He enters the room and unwraps his Caramilk bar. The door shuts behind him. Voiceover states "How we get the soft creamy caramel in the Cadbury Caramilk bar is our secret; how you get it out is yours." The ad, which began running earlier this week, is being seen across Canada, targeting an audience of adults over the age of 18. The commercial is also being supported with counter displays with advertising header cards. Cadbury Canada is a Canadian manufacturer of chocolate confectionery products. The company produces and markets such brands as Dairy Milk, Crispy Crunch, Mr. Big, Crunchie, Wunderbar, Choclairs and Jersey Milk. PR for Cadbury Caramilk is handled by Shandwick Canada Inc. of Toronto.