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...