All eyes are on Cadbury Canada for a three-month multimedia promotion in Toronto and Vancouver.
Based on the “Eyebrows” ad that launched in the U.K. last January, the campaign encourages consumers to decode special messages found in commuter papers, billboards and transit ads, by matching each letter of the alphabet to a corresponding eyebrow shape for the chance at various amounts of Dairy Milk chocolate.
The official Eyebrow Language decoder can be found at DairyMilk.ca, where users can also find additional phrases to decode and a ringtone.
Each week, for the next four weeks, an ad will run on Monday, Tuesday and Thursday in various commuter dailies in Toronto and Vancouver. Two of the ads will lead consumers to experiential marketing events where they can win packs of chocolate. The third ad recaps the two events.
Yesterday’s Toronto ad read: “Visit the purple sidewalk at College Park. South Entrance. Do 1 twirl, 3 claps and yell ‘Chocolate.’ 12-2pm today. First 100 people get surprised.”
Pictures from each event can be found under the “Eyebrow Moments” section at DairyMilk.ca.
“We really want to make an impact with our brand and consumers,” said Nina Purewal, brand manager, Cadbury Dairy Milk and Cadbury Dairy Milk Thins, Cadbury Canada. “We really want to bring consumers joy… and we feel this campaign does achieve that.
“We wanted to hit consumers with breakthrough advertising, and we also know that this relates back to our brand and what our brand stands for and that is simple and inherent joy,” she said.
The 30-second “Eyebrows” spot from Fallon London shows a young boy and girl moving their eyebrows to the tune “Don’t Stop the Rock,” by Freestyle.
Since its release, Eyebrows has generated over four million views on YouTube, and since launching in Canada last month has generated over 175,000 comments.
Saatchi & Saatchi New York adapted the spot for the Canadian market, however, The Hive developed the Canadian specific creative and events.
Consumers can start following the promotion today on Twitter (@DairyMilkCanada), or on Facebook starting Oct. 7.
The TV ad will run until mid November and the contest wraps up the end of December. Cossette Media handled the media buy, with Strategic Objectives managing the PR portion of the campaign.
