Cadbury Dairy Milk is set to launch a new long-term communications platform called Joyville.
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.
The first above the line campaign from Joyville is a TV ad to launch new product: Cadbury Dairy Milk Bubbly. The ad hit UK TV screens this Saturday 4th February and is part of a £6 million campaign, including TV, outdoor, PR, experiential and digital that will give viewers their first 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, will feature Joyville workers who will 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.
Joyville was brought to life in January and February by spreading joy to shoppers with a giant, magnificent, musical chocolate fountain in Westfield, London and the Bullring, Birmingham.
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 wonky 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.”