Cadbury Dairy Milk Launches Joyville

Cadbury Dairy Milk  has launched a new long-term communications platform called Joyville.
 

Developed by Fallon, the move is part of an integrated campaign designed to strongly connect the magic of the Cadbury Dairy Milk brand with delicious Cadbury Dairy Milk milk chocolate. 

 

Joyville lives in the imagination of chocolate lovers and is being positioned as a magical, mythical place where Cadbury Dairy Milk is made in abundance, which lies just beneath the surface of our world. Where workers whistle to chocolate, milk is stored in hillsides and chocolate is transported via purple pipelines just under the ground and transported by purple vehicles of all shapes and sizes.

 

Joyville first appeared with a giant magical musical chocolate fountain at London’s Westfield Shopping Centre at the end of January and is currently touring the country. The above the line activity kicks off 3rd February with a TV spot launching new Cadbury Dairy Milk Bubbly and is part of a £6 million campaign, including TV, outdoor, PR, experiential, instore and digital that will give viewers a further glimpse of Joyville. 

 

Cadbury Dairy Milk Bubbly is an innovative new shape of aerated chocolate. The 60-second ad, followed up with a 30-second version, features Joyville workers who appear from various, seemingly everyday portals in the ground such as pipes and holes, floating into the sky and distributing Cadbury Dairy Milk Bubbly to the people below.

To see the work, click on the link:
http://www.fallon.co.uk/2012/02/cadbury-dairy-milk-bubbly/

 

Daryl Fielding, Vice President of Marketing at Kraft Foods, comments: “Cadbury Dairy Milk is the nation’s favourite chocolate  and we want to ensure consumers connect the magic of the brand with the magic of Cadbury Dairy Milk milk chocolate. There are many more exciting developments in the world of Joyville so watch this space.”

 

Matthew Williams, Marketing Activation Director at Kraft Foods, comments: “Cadbury Dairy Milk has always been about delivering the nation their favourite chocolate with a sprinkling of joy. Joyville taps into the magic of the brand, creating a place that can live in people’s imagination with endless possibility. We are very excited about bringing it life.”

Project name: Joyville 

Creative agency: Fallon

Experiential Agency: Amplify

Creative Directors: Sam Oliver, Shishir Patel

Creatives: Chris Bovill, John Allison,

Director: Tom Kuntz

Production: MJZ

Design: Made in Fallon

Group Account Director: Penny Brough

Account Director: Jack Starks

Project Manager: Abi Pearl

Agency Planner: Craig Wills

Agency Producer: Rob Punchard