New Campaigns: Caramilk plot thickens

Neilson-Cadbury has added more intrigue to the Caramilk mystery advertising theme first introduced in 1969 with a national in-store contest and radio promotion called 'Find Mildred.'Mildred, one of the pair of dolphins from the last Caramilk commercial on-air since last May,...

Neilson-Cadbury has added more intrigue to the Caramilk mystery advertising theme first introduced in 1969 with a national in-store contest and radio promotion called ‘Find Mildred.’

Mildred, one of the pair of dolphins from the last Caramilk commercial on-air since last May, has gone missing.

That 30-second commercial, in which the dolphins joke to scientists training them that they know the secret to how the caramilk gets inside the Caramilk chocolate bar, started again April 18 for a five-week run, but has been reworked to reveal that Mildred is missing.

Clues to Mildred’s whereabouts can be found in Caramilk wrappers.

Participants who solve the mystery can win one of five trips for four to swim with the dolphins in the Bahamas.

More than 100,000 instant-win Caramilk bars will also be given away during the contest.

The radio component begins in early June for two weeks.

Radio listeners in Vancouver, Calgary, Winnipeg, Toronto, Montreal, Quebec City, Halifax and Newfoundland have a chance to win trips and Caramilk bars through local mystery-themed radio contests.

Sandy Bourne, Caramilk brand manager, says the company will be measuring the results from the program through shipments and sales, A.C. Nielsen results, tracking studies and consumer reaction to the tv and radio advertising, with particular examination of how radio sells chocolate bars.

The campaign was a joint effort of Leo Burnett Canada, which created the tv advertising; Hill & Knowlton Canada, handling the radio contest and media relations, and Marketing and Promotion Group, responsible for the in-store effort.

All are Toronto companies.