Caramilk Promo, Case study KEYS TO THE SECRET by Cossette Toronto

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Media Promo & PR, Case study
Market Canada
Agency Cossette Toronto
Released June 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: CADBURY (KRAFT)
Date of First Appearance: Jun 1 2010
Entrant Company: JUNGLE MEDIA, Toronto, CANADA
Entry URL:
Brand Manager: Laura Henderson (Kraft (Cadbury))
Creative Agency: The Hive (The Hive)
Social Media Partner: Rocket XL (Rocket XL)
PR Partner: Strategic Objectives (Strategic Objectives)
Media placement: TV, OOH, Print, Online - Various - June 2010

Insights, Strategy & the Idea
Canadians had lost their love for the Caramilk Chocolate Bar; a locally-made Cadbury brand was no longer the #1 selling bar. What had been forgotten was the “secret” which had been explored in famous and locally loved TV campaigns for nearly 30 years…”How did they get the caramel inside the Caramilk Bar?”…every Canadian pondered that secret while enjoying the delicious chocolate with friends.

To re-kindle Canadians love affair with Caramilk, 10 golden keys were placed inside 10 Caramilk bars, and distributed at random across Canada; if you found one, you had the opportunity to visit the Caramilk Factory to unlock the safe that has housed the highly coveted “secret” for over 40 yrs and potentially $250K…that is if you could keep it a secret. $125K was to be awarded to the lucky winner at the key unlocking ceremony and $125K after safely returning the secret unopened after 6 months.

Creative Execution
A social media teaser was “leaked” online prior to the campaign launch to Caramilk enthusiasts. Upon interacting with the teaser, it would slowly reveal the promotion…like any good secret; it couldn’t be kept long generating buzz via bottom up ground swell.
A 30 sec TV spot starring Professor Lloyd Robertson searching for the keys across Canada, you could continue to follow his trek online in real time.

Capitalizing on campaign mnemonics - the safe (that housed the highly coveted secret) was brought on a media tour across Canada. Vacant store fronts in extremely high traffic pedestrian areas were converted (digitally) to appear as though they realistically housed the safe.

To keep the hunt & excitement alive, as each key was found, the public was notified via large OOH billboards, online and within media outlets.

To reward over 25,000 active FB fans, two keys were given away online.

Results and Effectiveness
• Caramilk became the #1 chocolate bar in Canada, experiencing an average sales growth of +69% vs. last year.
• Caramilk grew to 7.8 share of singles (+2.6 vs. LY) & contributed to +0.9 share growth for Kraft total chocolate portfolio
• $3.1MM incremental product was shipped (over-delivered forecast at 129%, contributed to 50% of 2010 Kraft (Cadbury) chocolate growth)
• Brand health measures improved: driving significant equity lifts; relevance +10% & loyalty +11%
• 2010 Canadian Media Innovation Awards the campaign was awarded 2 silvers: Best Fast Moving Consumer Packaged Goods and Best Digital OOH execution.