Caramello Bears are not one of the Cadbury’s major lines, so the radio ad was designed to create a greater awareness for the product. We thought fairy-tales were valid when talking to housewives with kids because they are the ones who tell these stories. We also chose to focus on the universal truth that everyone feels a little bit guilty when they eat chocolate. This guilt only doubles when biting the heads off sweet, innocent smiling bears. We played into this guilt by basing our ad on one iconic literary character whom never had any respect for the rights of bears – Goldilocks.