We knew we needed to make the secret real and we knew if we did that we’d have to protect it. But what if the public could help us protect it? This led us to the idea of the safe and ten keys. Everybody loves a good treasure hunt so we worked with the Cadbury factory to randomly hide 10 golden keys inside specially designed Caramilk bars. Then we created an ad campaign built off the webcam phenomenon of ‘unboxing’ featuring ordinary Canadians unwrapping their bars on webcams and we tracked the keys being found on giant OOH installations.

By every measure this promotion has been a runaway success. Facebook fans have grown by over 150,000. Equity scores are considerably higher than they have ever been and single bar sales grew by 52%, making Caramilk the No.1 candy bar in Canada.