Cadbury Promo SECRET PROJECTIONS by The Hive Toronto

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Industry Milk, Chocolate
Media Promo & PR
Market Canada
Agency The Hive Toronto
Art Director Paul Parolin
Released May 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: KRAFT CANADA
Product/Service: CHOCOLATE
Agency: THE HIVE
Date of First Appearance: May 31 2010
Entrant Company: THE HIVE, Toronto, CANADA
Chief Creative Officer: Simon Creet (The Hive)
Art Director: Paul Parolin (The Hive)
Writer: Michelle Spivak (The Hive)
Account Director: Michelle Prowse (The Hive)
Brand Manager: Laura Henderson (Kraft Canada)
Marketing Director: Mackenzie Davidson (Kraft Canada)
Vice President Confection: John Phillipson (Kraft Canada)
Executive Producer: Jacinte Faria (Secret Location)
Media placement: Out Of Home - Toronto, Montreal - May 31, 2010

Describe the objective of the promotion.
The challenge for Cadbury was to build a much higher degree of brand engagement into the Caramilk marketing plan. This iconic Canadian chocolate bar brand is built on a foundation of wonder. The Caramilk Secret has been a Canadian advertising institution for over 40 years. But as competitive confection brands began mixing up their marketing approach, the traditional Caramilk television spots felt stale and static in comparison. We needed to find a way to shake the dust off and give Canada a reason to fall in love with Caramilk all over again.

Describe how the promotion developed from concept to implementation.
Strategically, we needed to take the Caramilk Secret out of the world of advertising and into people’s real lives. Before we could do that we needed to make the Secret real. It now rests inside an indestructible gold envelope that is kept inside a 1,000 pound gold safe. We then had the idea of hiding 10 real keys in chocolate bars. One of those keys would unlock the Secret. The bars with keys in them were randomly shipped across Canada. The final step was to create a campaign that brought the mystery and wonder of this promotion to life.

Explain why the method of promotion was most relevant to the product or service.
Since the birth of Caramilk in the 1960s, the advertising has consistently focused on the “CARAMILK SECRET” - how do they get the soft flowing Caramel inside the Caramilk bar? Over the years, Canadians have seen dozens and dozens of commercials involving characters from history trying to solve the Caramilk Secret. But the secret was always kept far away from the people – in advertising land. The time was perfect to take the Secret to the people and create a promotion that would let one lucky Canadian unlock and guard the legendary Caramilk Secret.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Key to the Secret Promotion was the most successful in the brand’s history and created waves that were felt throughout the Canadian confectionery category. Single sales of Caramilk bars grew 69% year over year propelling Caramilk to the number one chocolate bar in Canada – a position they hadn’t held for many years. Consumers embraced the fun mystery of the campaign. There were 220 press stories published or broadcast. Caramilk’s Facebook fan base grew 300%. And perhaps most important of all, Key to the Secret has been green lighted for the foreseeable future as an annual Canadian chocolate tradition.