A woman's voice is heard over a close up shot of Milky Way bars in an orange Halloween bucket with a "take one" sign.

Shoppers were treated to a real-life demonstration of Milky Way’s smooth caramel. As the conveyor belt moved, the caramel would stretch.

This solution enabled us to reach customers at a true point-of purchase opportunity: the check out.

The movie queue initiative was part of a one million dollar 2007 media buy that included billboards, bus wraps, and subway posters. Results-wise, our adverting effort helped sales steadily increase (and reverse declines) by 8.3% vs. a year ago, and above the category by 0.5%.