Caramilk - "Caramilk Board" by PHNX Awards 2022
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| Title | Caramilk Board |
| Campaign | Caramilk Secret Confirmed |
| Advertiser | Mondelez |
| Brand | Caramilk |
| Date of First Broadcast/Publication | 2021 / 4 |
| Product | Caramilk |
| Story | Overview Cadbury’s Caramilk is an iconic chocolate bar that most Canadians associate with the Caramilk Secret, a decades-old series of ads that asked how Cadbury got the caramel inside the Caramilk bar. But while the Secret remains central to the brand, the ads that talk about it have become obsolete. Consequently, the brand had lost relevance amongst Millennials. To overcome that, our objective was to reinvigorate Caramilk by not just increasing brand awareness amongst lapsed users aged 35 – 44, but actively getting Millennials to re-engage with the brand. Entry description When looking for inspiration on how to evolve Caramilk Secret, we examined Twitter and Reddit to understand the conversations about Caramilk and the Secret. We noticed that although the Secret was decades-old, the theories around it were not, with hundreds of hilarious ideas recently posted. This was the jumping-off point. We had been talking about the Secret for years but had never engaged people to understand their theories. In 2021, we breathed new life into the Secret by getting Canadians to tell us what they thought the Secret was. We first leveraged promoted posts on Twitter, Facebook and Instagram and asked Canadians to tell us their Caramilk Secret theories. Once they shared their theories, we not only said yes to all of them but re-posted them as the actual answer. Made by unicorns? Yes. Martian Farmers? Absolutely yes! We took the best guesses and integrated them into our campaign by creating digital, personalized content that put people’s theories at the heart of the search. We also created a microsite aggregating the theories. Impact Named one of the most successful Twitter campaigns in history, the campaign exceeded global CPG norms in Ad Recall (+140%), Campaign Awareness (+111%) and Action Intent (+60%). It garnered unprecedented engagement rates across platforms and broke Twitter Canada history. Twitter is even using it as a best-in-class example globally. The campaign also led to a 23% growth in followers across Facebook, Twitter and Instagram. During the months of media support, Caramilk increased its Brand Equity score from 6.1 to 6.3, supported by a strong increase in Brand Meaningfulness (110 index vs. 104 index PY). Caramilk also succeeded in increasing its Household Penetration% L52W from 15.6% to 15.7%, and was able to meet its objective of targeting younger consumers, growing Household Penetration% L52W for consumers ages under 35 from 10.7% to 11.1%.1 Despite softness within the Singles category due to COVID, Caramilk 50g Singles maintained its #3 Singles chocolate bar ranking in terms of POS sales across all channels and grew +1% in consumption $ during the equity campaign period.2 1. Nielsen Answers, Consumer Facts, Household Penetration, Cadbury Caramilk, NAT GB+MM, DRUG, C&G, L52W end Jan 01 2022 2. Nielsen Consumption, EVD Choc IC Singles Ranking, $ Consumption, $ SPPD, NAT GB+MM, DRUG, C&G, YTD end Oct 02nd 2021 |
| Executive Group Director | • Anchie Contractor |
| Group Account Director | • Karishma Goomer |
| Account Supervisor | • Melissa Barfield |
| Senior Account Executive | • Brittany Durdin |
| Chief Strategy Officer | • Tom Kenny |
| Strategist | • Amy Smith |
| Strategy Director | • Kyle Fiore |
| Community Manager | • Nishtha Mahajan |
| Executive Creative Director | • Megan Farquhar |
| Group Creative Director | • Brian Allen |
| Group Creative Director | • Ines De Ninnis |
| Art Director | • Samiir Mussa |
| Copywriter | • David Weaver |
| Chief Delivery Officer | • Cas Binnington |
| Head of In-House Video Production | • Eric Thompson |
| Producer | • Janey Rowe |
| Project Manager | • Reza Bakhshandeh |
| Editor/Motion Graphic Artist | • Thais Maranho |
| Designer/Developer | • Romy Nanola |
| Production house | Tonic DNA |
| Website development | RomanZ Media Group |
| Media | Vayner Media |
| PR Firm | WeberShandwick |
| Client team | |
| Everyday Chocolate Category Lead | • Stacey L Biggar |
| Brand Manager (Caramilk & Countline) | • Christian C Murphy |
| Assistant Brand Manager (Caramilk & Countline) | • Alexandra Marushko |
| Media Manager | • Nishaad Natarajan |