CLIENT
Mondelez
Stacey Biggar, Senior Director, Everyday Chocolate & SSL
Christian Murphy, Brand Manager, Caramilk & Countlines
Alexandra Marushko, Associate Brand Manager, Caramilk & Countlines
Nishaad Natarajan, Manager, Media
AGENCY
Meg Farquhar, CCO
Shauna Lane, GCD
Samiir Mussa , Art Director
David Art Director Weaver, Copywriter
Tom Kenny, CSO
Shauna Lane, Strategist
Anchie Contractor, Executive Group Director
Karishma Goomer, Group Account Director
Shauna Lane, Account Supervisor
Shauna Lane, Community Manager
Shauna Lane, Account Executive
Thais Maranho, Editor
Shauna Lane, Producer
Shauna Lane, Project Manager
Vayner Media
Jamie Houle, Senior Director of Planning
Richard Parra, Media Planning Manager
Sara Hasan, Senior Media Planning Associate
Shivanii Manglani, Associate Director
Natalia Sukiennik, Manager, Media Buying
Nicole Forest, Senior Media Analyst
SUMMARY
The “Secret Confirmed” campaign was crafted around the brand’s purpose ‘creating wonder in the world’, tackling today’s tension that everything is over-shared and exposed. Over-sharing on social leaves no mystery or wonder in our society.
Caramilk looks to combat that tension with its secret. It’s a cheeky way to have consumers stop and think about how the soft-flowing caramel gets inside the Caramilk bar. By having ‘wonder’ at the centre of every asset, we executed cohesive messaging from out-of-home to in-store, growing the brand by engaging consumers.
