Cadbury Caramilk

Kraft Canada attempted to address years of declining share for the Cadbury's Caramilk chocolate brand with this campaign.

Cadbury Caramilk

The Hive

Section I — Basic information

Business Results Period (Consecutive Months):June 2010 - April 2011
Start of Advertising/Communication Effort:June 1 2010
Base Period as a Benchmark:June 2009 to April 2010

Section II — Situation analysis

a) Overall Assessment

Want to know a secret? Sure you do. Everybody loves secrets. Who killed JFK? Did Carly Simon write 'You're so Vain' about Cat Stevens, Warren Beatty or Mick Jagger? How do they get the soft, flowing caramel inside the Caramilk bar?

Caramilk is legendary amongst Canadian chocolate bars, in part because of the delicious product and...

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