Cadbury Caramilk: Key to the Secret

Caramilk, the Canadian confectionary brand, had won over generations of consumers with the long-running "Caramilk Secret" campaign.

Cadbury Caramilk: Key to the Secret

CARAMILK KEY TO THE SECRET CAMPAIGN – OGILVY ARF AWARD SUBMISSION

Background

Caramilk is a beloved brand in the Canadian Chocolate market. The brand has a strong heritage, built by a consistent 40-year campaign the; Caramilk Secret.

The Secret intrigued and engaged Canadians for decades. It made generations of Canadians wonder: “just how do they get the soft flowing caramel inside the Caramilk bar”.Since its inception in the 60's, it has become a modern-day myth, a part of Canadian culture. By the mid-2000's, the brand was losing its relevance as consumers...

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