Caramilk Secret Confirmed

Social - Series

2022

Ogilvy Canada, Toronto, ON

Client: Mondelez Chief Creative Officer: Meg Farquhar Group Creative Director: Brian Allen, Ines De Ninnis Art Director: Samiir Mussa Copywriter: David Weaver Chief Strategy Officer: Tom Kenny Strategist: Amy Smith Strategy Director: Kyle Fiore Community Manager: Nishtha Mahajan Chief Delivery Officer: Cas Binnington Producer: Eric Thompson, Janey Rowe Project Manager: Reza Bakhshandeh Editor: Thais Maranho Studio: Romy Nanola Executive Group Director: Anchie Contractor Group Account Director: Karishma Goomer Account Supervisor: Melissa Barfield Sr. Account Executive: Brittany Durdin

Caramilk is famous for its Caramilk Secret ads. Older consumers mostly drive its revenue. To continue to grow, we needed to get young adults to engage with the brand. Research has shown that internet users loved conspiracies and were still interested in our Secret. We decided that re-igniting the Secret was a conspiracy discussion we could get behind. So, we asked users to share what they thought the Secret was. Then, we said yes to all theories and incorporated the best ones into our campaign.