# Caramel Seatbelts Milky Way Chocolate Wants You To Stretch Their Candy Bars By Vincent Salera | Published 2009-03-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/caramel-seatbelts-milky-way-wants-you-to-stretch-their-candy-bars References: [coloribus](http://www.coloribus.com/paedia/prints/2009/03/08/293162/) These ads for [Milky Way](https://www.trendhunter.com/trends/milky-way-ice-cream) chocolate bars are part of the “Caramel Stretch Campaign.” Caramel seatbelts and [movie theater line barriers](https://www.trendhunter.com/trends/a24-movie-chocolate) combined with caramel colored strips really do give the illusion that they're stretching. The ads were created by advertising agency [BBDO](https://www.trendhunter.com/trends/accessible-customer-service) 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. ## Trend Insights (Trend Hunter) - Score: 1.1/10 - Popularity: 8% | Activity: 18% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Brand Identity Over Product Quality:** As advertising becomes more about a brand's lifestyle than its individual products, companies need to prioritize developing a strong corporate identity to compete in the market. - **Illusion-based Advertising:** The Caramel Stretch Campaign shows the potential of using illusions in advertising to grab consumers' attention and make products more memorable. - **Creative Ad Design Elements:** Combining unexpected design elements in advertisements, like the caramel seatbelts and movie theater line barriers, can set a brand apart and create a more memorable campaign. ### Industries Being Reshaped - **Consumer Goods:** Consumer goods companies can benefit from prioritizing brand identity and using creative design elements in campaigns to make their products stand out. - **Marketing and Advertising:** Agencies specializing in marketing and advertising can pursue creative design and illusion-based campaigns to differentiate themselves and help their clients get noticed. - **Entertainment:** The Caramel Stretch Campaign's use of cinema-related design elements shows the potential for entertainment companies to incorporate unique advertising tactics in their promotions. ## Related on Trend Hunter - [Protein-Rich Candy Bar Milks](https://www.trendhunter.com/trends/chocolate-milks.md) - [Personal Break-Emphasizing Campaigns](https://www.trendhunter.com/trends/personal-breaks.md) - [Whipped Candy Ice Creams](https://www.trendhunter.com/trends/milky-way-ice-cream.md) - [Instant Satisfaction Chocolate Campaigns](https://www.trendhunter.com/trends/cadbury-twirl-campaign.md) - [Canned Candy Bar-Flavored Milks](https://www.trendhunter.com/trends/milky-way-milk.md) - [Collaborative Malt Chocolates](https://www.trendhunter.com/trends/milkybar-and-milo.md) - [Grown-Up Chocolate Bars](https://www.trendhunter.com/trends/gigantic-candy-deluxe.md) - [Texture-Driven Chocolate Bars](https://www.trendhunter.com/trends/mars-wrigley-crispy-rolls.md) - [Twist Wrap Packaging](https://www.trendhunter.com/trends/candy-bar-packaging.md)