Joyville story to be told at Mumbrella360
The marketer and the creative behind the reinvigoration of the Cadbury Dairy Milk brand in Australia are to tell the story of how they did it at Mumbrella360 in June.
Ben Wicks, GM for chocolate at Kraft Foods and Damon Stapleton, ECD of Saatchi and Saatchi Sydney, will explain the insights and strategy that led to the creation of Joyville, which has now been rolled out across multiple global markets.
The train leaves the station giving Jungleboys 48 hours to create the TVC
The campaign, now in its second year, has included experiential activity, social media, sampling and above the line activity, including a TVC featuring a 1916 steam train which travelled around Sydney’s commuter rail network.
The TVC was 12 months in the planning and was on air within 48 hours. The campaign has significantly grown Cadbury Dairy Milk’s share of the chocolate market.
The session from Kraft and Saatchi & Saatchi is one of several case studies jointly presented by marketers and their agency partners at Mumbrella360 on June 5 and 6. Virgin Australia will talk about the rebranding of the airline with Hans Hulsbosch; and AAMI will tell the story of how Ogilvy helped create the romance between Rhonda and Ketut.
Am I the only one who thinks Joyville is just Charlie and the Chocolate Factory 2.0???
Cute? yes – original? no….
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Am I the only one who doesn’t get it? Cadbury ads of days gone by were great (think gorilla and “wouldn’t it be nice”) but this just doesn’t do anything for me. Certainly doesn’t inspire me to buy a bar of chocolate (whereas the “wouldn’t it be nice” ads frequently had me running to the local store for a chocolate fix).
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