Eyebrows

What We Did

The Hive created a campaign of secret events that took place all over Toronto and Vancouver. These ‘Glass and a Half Full Productions’ were so secret that in order to find out when and where they were taking place, people needed to learn ‘Eyebrow Language’: the official language of Dairy Milk chocolate.

Twice a week, people would come across these Eyebrow messages in urban dailies. At dairymilk.ca they could translate these messages, and reveal absurd instructions that, when followed, earned them a unique reward. To get the reward, all people needed to do was show up to a certain place at a certain time and perform a certain action. Well, show up they did; in droves. For the duration of the program, we got to witness people constructing invisible buildings, busting out crazy dance moves on a purple mat, or doing twirls, clapping and yelling ‘chocolate’. Each time participants came out, they were rewarded with a very purple, event-specific gift, and loads of free Dairy Milk chocolate.

Finally, to celebrate the end of our 14-week program, we awarded one lucky person the coveted Grand Prize: Dairy Milk Chocolate for Life.

Why We Did It

Combine the fact that very few Canadians had ever heard of ‘A Glass and a Half Full Production’ with an overall low level of brand awareness and you’ll find a brand that was falling off its core consumer’s radar. To generate some much needed buzz, we felt that something more than 30-seconds of TV time was required - something unorthodox that would catapult Cadbury Dairy Milk right back into the hearts, minds, and taste buds of its core consumer. The solution? A compelling Chocolate for Life Contest, a bombardment of heavily purple, highly targeted Eyebrow Language ads and of course, our somewhat ridiculous events in high traffic areas that turned heads and garnered smiles from participants and passersby alike. We weren’t just giving consumers something to talk about, we were reminding them of the little bits of joy that only Cadbury Dairy Milk could bring them.

What Happened

Consumers embraced this fun program and engaged in the Dairy Milk brand in a big way. It was not uncommon to find line ups of hundreds of consumers with their solved eyebrow puzzles waiting in line long before the secret experiences were scheduled to begin. In a short period of time the website saw over 130,000 unique visits and over 150,000 people entered to win Chocolate for Life. And if the postings on the wall of our Facebook page are any indication, consumers loved this promotion almost as much as they love the chocolate.