Cadbury Dairy Milk’s “Eyebrows” campaign which was originally launched in the UK in January 2009 has since gained worldwide attention and is making a splash in the Canadian market. Leveraging on the success of this video which has gone viral on YouTube as it has been viewed 4 million times and generated 11,000 comments has even received its own Wikipedia entry.
As part of the Canadian launch the “Eyebrow Language,” has been created, a three month-long campaign where consumers can decode a series of messages, written in eyebrow language, which can lead to great prizes, including free Cadbury Dairy Milk chocolate. Canadian brow sleuths can also get some great giveaways through a four-week series of unique stunts executed in Toronto and Vancouver. Clues to the competition will appear in commuter papers and on 100 TTC subway cars and 80 Vancouver Skytrain cars and a billboard will be on display above Toronto’s Yonge-Dundas Square
“At Cadbury, we are always looking for ways to promote our brands through memorable and creative campaigns that inherently make you smile,” says John Phillipson, Vice-President, Chocolate, North America and Head of Marketing, Canada, Cadbury. “Eyebrows truly embodies the joy you feel when you eat a Dairy Milk* chocolate bar and we hope Canadians embrace the creative, like so many others have around the world, and that it becomes a mainstay in Canadian pop culture.”
The campaign made its Canadian debut on September 14th and Cadbury has a Twitter account at @DairyMilkCanada and Fan Page on Facebook at www.dairymilk.ca/facebook (which will be launched on October 7).