Well not really. It would be like the Kernel revealing his spice cupboard, but it's a unique idea for a live and interactive promotion.
Starting June 22, Torontonians can hear about the Caramilk secret by plugging their personal headphones into one of 50 interactive audio boards within the city’s subway system.
Listeners can chose between six different interpretations, as told by: a five-year-old boy, a Cockney man, a speed-reader, a fax machine, a Xhosa tribesman and a whale.
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