eos is most known for their cool sphere lip balm, but they make an awesome shave cream as well. As it turns out, people really like to talk about their shaves, how they shave, where they shave, when they don't bother shaving. We brought the insights to life in a film and banner campaign with some help from illustrator Mike Perry.
Caramilk is legendary amongst Canadian chocolate bars partly because of its iconic advertising built around the Caramilk Secret. Since the 1960s, over 20 different commercials had been created, all of which featured individuals trying their best to discover how they got the caramel in the Caramilk bar. After abandoning the campaign to tell a different story for a number of years, and sliding out of first place in the market, we decided it was time to bring the mystery back to the forefront.
We hid ten actual keys in the bars and randomly distributed them across the country. Each key was a chance to unlock the safe containing the Caramilk secret. Television and online introduced the concept and explained how the program worked. OOH, Print and Social were used to fuel the frenzy of the search by giving real time updates on when and where keys were found and profiling the key finders themselves. The entire country joined in on the excitement and the campaign was a massive success, running year after year since it's creation.
And the best part? I now know exactly how they get the caramel in the Caramilk bar.
Recognition: Gold Promo Awards, Gold Cassies (Canadian Effies), Applied Arts Annual, Advertising Design Club of Canada Annual
Media: TV, OOH, Print, Digital, Social, Interactive Window Installations, Packaging Redesign, Safe Design, Key Design