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 and competitive launches changed the landscape. In order to address this, the brand moved away from the Secret in order to focus communications around the relevant category truth, ‘indulgence'.

However, relevance and baseline sales steadily declined. In a market where there are so many choices for consumers, Caramilk lost some of its uniqueness and Canadians began to forget what the brand stood for. This impacted equity measures and moved the brand from loyalty to repertoire usage.