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 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands