Cadbury’s Dairy Milk decodes brow language

Cadbury capitalized on the success of its quirky global 'Eyebrows' campaign in October with a puzzle-centric Canadian print program called 'Eyebrow Language.'

Cadbury capitalized on the success of its quirky global ‘Eyebrows’ campaign in October with a puzzle-centric Canadian print program called ‘Eyebrow Language.’

Targeting the younger end of the adult demographic, creative played on the ‘Eyebrows’ TV spot, in which two kids with crazy eyebrows pose for a photo. ‘Eyebrow Language,’ made exclusively for the Canadian market, featured brows in different shapes that readers could translate into letters and words. Once solved, the messages either offered a chance to win a prize or participate in a stunt executed at a specific time and location. One decoded newspaper ad invited readers to a sidewalk at College Park in Toronto, where they were to twirl, clap and yell ‘chocolate’ to win a prize.

The media buy, handled by Cossette with creative from The Hive, focused on Toronto and Vancouver, and included daily commuter newspapers, a billboard at Yonge-Dundas Square in Toronto, transit ads in both cities and an online banner buy.

‘We wanted to make sure this had high impact with the consumer,’ says Nina Purewal, brand manager, Cadbury Dairy Milk. ‘It’s really all about high engagement.’

The campaign also took over the Dairy Milk website, which opened to a secret eyebrow message and decoder overlay. The site also included extra phrases to decode and a ringtone of the ‘Eyebrows’ song. www.dairymilk.ca