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Cadbury has been entrancing viewers since it first launched the advertising effort with a teaser spot earlier this year, which had real-life hypnotist Bernard Wawryk convincing consumers to crave a Crispy Crunch every time they hear a horn honk.
The ad took a brief hiatus and relaunched last week to generate new interest, said Stephanie Minna manager, corporate communications and media relations for Cadbury Adams Canada.
In a new series of three 30-second “proof” ads, set to launch next week, Wawryk sets out to document his efforts. In one ad, Wawryk sits in the back seat of a car, parked outside a convenient store. He asks the driver to honk the horn as an unsuspecting man passes by. The man quickly turns around, enters the store and buys a Crispy Crunch. He leaves the store, opening his chocolate bar, when the driver honks the horn again. The man goes back into the store to purchase another chocolate bar.
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Because Crispy Crunch hasn’t advertised in several years, Minna said the spots are meant to remind consumers about the chocolate bar “in a way that is reminiscent of the Crispy Crunch brand—fun, playful, quirky.”
The Crispy Crunch website, PowerOfHypnosis.ca, features a blog, all four TV commercials and a link to Wawryk’s Crispy Crunch-run Facebook page. The original hypnosis spot is also available on YouTube.
The Hypnotist spot will continue to run for the next two weeks. The “proof” series runs until May 25.
MacLaren McCann Canada developed the creative and M2 Universal handled the media buy.
