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Milky Way Chocolate Wants You To Stretch Their Candy Bars

 - Mar 19, 2009   Updated: Jun 2 2011
References: coloribus
These ads for Milky Way chocolate bars are part of the “Caramel Stretch Campaign.” Caramel seatbelts and movie theater line barriers combined with caramel colored strips really do give the illusion that they're stretching.

The ads were created by advertising agency BBDO New York, USA with creative direction by Scott Kaplan and Tom Kraemer. The copy was written by Tom Kraemer and Scott Kaplan.

Implications - Advertising no longer pertains to the product specifically, but the lifestyle that the product represents. Consumers are more likely to purchase a product based on a brand rather than the product quality. As such, corporations looking to realistically compete with rivals need to first develop a strong corporate identity that consumers want to identify with even before releasing a high-quality product.