After more than 40 years, Cadbury has finally “revealed” how it gets the soft, flowing caramel inside its Caramilk bar.
For the past five years, Cadbury has supported its Canadian-born chocolate bar with advertising that focuses mainly on the chocolate eating experience, said Michelle Lefler, manager of corporate communication Canada, Cadbury.
However, Cadbury decided to refresh its original, long-running ad campaign after the “secret” platform marked its 40th anniversary last year.
“After last year’s celebration, we really felt with such confidence that this secret is alive and well,” said Lefler, who cited an Angus Reid Strategies survey that shows 49% want to know the secret, while 51% believe it should remain a mystery.
“It is a part of Canadian pop culture… it’s a reference point,” she said. “We felt consumers deserved a more modern and refreshed outlook on the secret they’ve heard so much about.”
The campaign from Saatchi & Saatchi New York includes TV, print, online, transit audio boards and StillWondering.ca.
Ten different iterations will reveal the secret through various media tactics.
The effort launched Monday with a guerrilla-style pop-up interpretive dance performance, similar to the one seen in the television commercial that started airing the same day.
The 30-second spot reveals the secret through interpretive dance.
Male dancers are clad in brown spandex, which is meant to represent the bars of chocolate, while female dancers wear gold leotards with tentacle-like arm extensions made to mimic the flowing caramel.
The commercial ends with the super: “Still wondering?”
Starting June 22, Torontonians can hear about the Caramilk secret by plugging their personal headphones into one of 50 interactive audio boards within the city’s subway system.
Listeners can chose between six different interpretations, as told by: a five-year-old boy, a Cockney man, a speed-reader, a fax machine, a Xhosa tribesman and a whale.
The voice clips can also be heard online at StillWondering.ca.
The campaign will run throughout the summer, with Cossette handling the media buy, and Strategic Objectives managing the PR.
