Cadbury Dairy Milk is evolving its ‘Joyville’ campaign with a four-month long winter initiative to launch on Monday that sees the brand try to engage with its consumer base to create a discussion around flavour preferences.
Created by Saatchi & Saatchi Sydney, the commercial which launches the next stage of the campaign sees Cadbury take over a typical suburban street as it seeks to bring “the joy of Cadbury Dairy Milk into the real world”.
It features hundreds of blocks of the brand’s various flavours lined up in the street to create a “giant domino rally” with the residents of the street seen picking up and enjoying their favourite blocks.
Cadbury head of marketing Steve Chantry said: “It’s not about moving away from Joyville it’s about evolving what was already a fantastic campaign.
“Welcome to Joyville was, in my opinion and equally in the context of the results we’ve received and the accolades we’ve received, it was arguably the most successful thing we’ve ever done on Cadbury. The core ambitions around it were two-fold, one was reigniting the love the consumers feel for the brand which had become slightly latent and secondly really being to establish a property of joy for Cadbury Dairy Milk as a brand.
“The broad brand idea around free the joy is for us absolutely the next step logical step from what Joyville has achieved for us. Clearly the bar has been set very high and that’s why we’ve gone to the extra lengths to ensure we’re able to deliver on that promise of freeing the joy for Australians and on a production sense something that has the same scale, excitement and sheer kind of fun and joy factor we were able to achieve with our previous advertising as well.”
The launch of the new campaign sees the brand launch a number of new flavours, including limited edition Cadbury Cherry Ripe and Picnic blocks and Cadbury Dairy Milk Strawberries & Creme, Cadbury Dairy Milk Toffee Brittle and Cadbury Dairy Milk Crackle, with the brand also refreshing the packaging to introduce “joycons”. The brand will also bring back fan favourite Black Forest.
The “joycons”, a play on the brand’s key positioning of joy and icon, are designed to celebrate each separate different flavour with them aimed at increasing visibility at shelf.
Complementing the television commercials is a series of social and experiential initiatives that challenge consumers to trial different flavours while also making a stand for their favourite.
“Consumers are talking to us about our flavours on a daily basis and yet we’ve never chosen to talk about it ourselves,” said Chantry.
“The move into our brand idea of ‘free the joy’ is an extremely long-term ambition and opportunity for us and equally the flavour idea is a long term opportunity as well.
“In that sense, I firmly believe that people will embrace the idea and therefore it will be a natural step that will endure for months and years to come and there’s obviously more exciting stuff that we’re planning from the middle of the year onwards that continues us on this journey to help consumers feel more joyful.”
Outdoor activity “challenges people to pick their favourite flavour” while digital activations will “allow people to pick their favourites”.
Print, on-pack and PR executives will support and amplify the activity.
As part of the brand’s “greater focus on digital marketing activity”, a flavour favourite experience will be launched on its Facebook page in late May which will allow fans to broadcast their flavour preference “in a unique way”.
“We’re lucky enough on Cadbury to already have one of the most powerful Facebook followings of any FMCG brand markers, we have approximately half a million followers on Facebook in Australia and 8 million globally,” said Chantry.
“We have some pretty strict KPIs we’re hoping to achieve in terms of the sheer level of engagement and social conversation we’re trying to achieve. This really is about raising the dial so we can be seen by people as the brand that is first associated with joy and that’s a long-term effort actually.
“In the near-term what we really want people to do out of this campaign is to do one of two things, one is to go and try a new flavour and secondly is to celebrate and proudly stand for the flavour they love the most and if we achieve those two behavourial objectives than I think we have done very well.”
Cadbury will follow the up the social media execution with experiential activity in June.
Fans will also be given the opportunity to “curate their own joyful content” on social media that will bring to life the personalities of the flavours. Cadbury will use the content in TV ads to be broadcast later in the Autumn.
“What we’ve learnt through the journey is its so powerful the joy proposition that where its at its most powerful is when you bring it to life in the real world in a way where consumers can meaningfully experience, feel, enjoy and can revel in it and that’s precisely why we’re doing what we’re doing,” said Chantry.
- Creative: Saatchi & Saatchi Sydney
- Media: Carat
- Social Media: Isobar
- PR: Red Agency