Key to the Secret
Caramilk is legendary amongst Canadian chocolate bars partly because of its iconic advertising built around The Caramilk Secret. Since the 1960s, over 20 different commercials had been created, all of which featured individuals trying to discover how they got the caramel in the Caramilk bar. After abandoning the campaign to tell a different story for a number of years, and sliding out of first place in the market, we decided it was time to bring the mystery back.
We hid ten actual keys in Caramilk bars and randomly distributed them across the country. Each key was a chance to unlock the safe containing The Caramilk secret. Television and online introduced the concept and explained how the program worked. PR, OOH, print and social were used to fuel the frenzy by giving real time updates on when and where keys were found and profiling the key finders themselves. The entire country joined in on the excitement and the campaign was a massive success, running year after year since its creation.
This has won numerous Gold Cassies (Canada's Effies) and has brought Cadbury Caramilk back to being the #1 selling chocolate bar in Canada, a position it continues to maintain.