New Cadbury Joyville campaign focuses on bigger bars
The newest addition to the Cadbury’s Dairy Milk Joyville campaign will launch this weekend, focussing on their new larger range of bars.
Developed by Saatchi & Saatchi, the campaign includes 30 and 15 second ads as well as online, in-store and out of home ads.
The campaign itself focuses on the introduction of new rounder-shaped chocolate pieces, the inclusion of whole nuts in all nut varieties, bigger packets, and a new resealable pack.
In the ads, farmers living in “Joyville” carry purple buckets brimming with full cream milk to the chocolate mixing barn. Inside the barn, the new blocks of chocolate are created.
Ben Wicks, GM of marketing chocolate at Kraft, said: “Joy is at the heart of everything we do, it is also behind these changes which reinforce our brand philosophy by multiplying the joy for chocolate lovers. We wanted to bring to life the new generous improvements to our new blocks range in the fun and playful context of Joyville,” he said.
The two new Cadbury commercials will air across Australia from Sunday.
Credits:
- Client: Kraft Foods ANZ
- Advertising: Saatchi & Saatchi Sydney
- Production Company: Prodigy
- Post Production: Alt VFX
- Digital: Visual Jazz
- Media: Carat
- PR: Royce
As a chocolate lover, I have to say these new packages are a massive improvement. Before this change, Cadbury blocks were foil wrapped and came in cardboard packaging. It was a real pain trying to get the half (or maybe more than half!) eaten chocolate back into the box. Thankfully, this packaging didn’t last too long and they’ve now gone with these great resealable packs. My life has suddenly become so much easier. Now if only wriggleys would ditch the stupid cardboard packets for their chewing gum and revert to the good old paper-wrapped days
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PS Just watched the ad. While the packaging might be great, the ad leaves a lot to be desired in my opinion.
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Classic move. With soaring cocoa prices circa 2009, bring in the consultants who propose (and Cadbury lap up completely) the ‘finger on the nozzle’ or take some cheese of the pizza model. Support it with irreverent ads (from the UK) that insult the local market, then watch share slide over night. Nice to see that as the key architects of that flawed strategy have all taken their living away from home allowances and moved back to global roles in Switzerland, and some true marketers who cut their teeth at CUB are bringing Cadbury back to life – as it should be. Easy wins quickly – undo all the flawed work and give consumers what the want.
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What a joyous fun ad ! Ticks all the boxes, well done.
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