Cadbury’s launches next phase of Joyville campaign

The next phase of Cadbury’s ‘Joyville’ campaign has launched for the chocolate brand’s new product Marvellous Creations.

Created by Saatchi & Saatchi Sydney, the campaign opens up the world of Joyville further, having introduced the chocolate factory three weeks ago.

The ad, which will run globally including the Cadbury’s home market the UK, was shot in Prague.

Saatchi & Saatchi’s execution – reminiscent of Willy Wonka’s chocolate factory – was created in conjunction with Saatchi Fallon UK to promote the new product range that includes jelly bits, beanies and popping candy.

Ben Wicks, general manager marketing chocolate, for Cadbury told Mumbrella: “Roald Dahl played a wonderful role in creating chocolate as a magical product. Because chocolate is seen as joyful and magical, people want to know the story behind it. However, Joyville is very much the Cadbury Dairy Milk story of how chocolate is made and amplifies the joy that the brand has been bringing to Australians for decades.”

Wicks said: “Consumers will experience the campaign via multiple marketing campaigns with a strong focus on experiential. We also believe this campaign works incredibly well with the seasonal nature of our business such as Christmas and Easter.”

The first teaser came over Easter with digital purple chickens online as part of an experiential campaign in Sydney.

“Wicks added: “Over the coming months, Australians will get more sneak peeks into Joyville as the concept is brought to life through some significant experiential activities.”


Agency – Saatchi & Saatchi
Damon Stapleton – ECD
Matt Gilmour – CD
Jon Burden – Senior Writer
Wassim Kanaan – Art Director
Llew Griffiths – Senior Producer
Alex Carr – Executive Director
Brent Kerby – Senior Business Director
Greer Robinson – Senior Business Manager
Michael Demosthenous – Junior Business Manager
Alex Speakman – Senior Planner

Production House – Radical Media
Joakim Reveman – Director
Ian Fowler – Managing Director
Holly Alexander – Executive Producer
Michael Manacop  – Producer

Editing – The Editors
Bernard Garry – Editor

Post House – Heckler

Sound – Nylon/Music Mill


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