Case Study.


National Television Ad.


Interactive Window Projection.
We put the safe containing the secret on display in store windows across Canada. When people got too close to the window, one of 5 random security measures kicked in, complete with audio. 

News Coverage. National news quickly covered the story.


News Coverage.
National news quickly covered the story.

As keys where found local and national newspapers printed our story.

As keys where found local and national newspapers printed our story.

Updating Billboards. We put up billboards across Canada as massive key counters. Every time a new key was found news stations would cover the billboards being updated live.


Updating Billboards.
We put up billboards across Canada as massive key counters. Every time a new key was found news stations would cover the billboards being updated live.

Unlocking Ceremony. Penny B. hailing from Etobicoke, Ontario, is now entrusted with the infamous Caramilk Secret, after a suspenseful key-unlocking ceremony at the Cadbury Chocolate Factory.


Unlocking Ceremony.
Penny B. hailing from Etobicoke, Ontario, is now entrusted with the infamous Caramilk Secret, after a suspenseful key-unlocking ceremony at the Cadbury Chocolate Factory.

Cadbury Caramilk's
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.