Mumbrella360 video recap: How Cadbury made the world a little bit more joyful

M360In this Mumbrella360 video recap, Ben Wicks, GM for chocolate, Kraft Foods and Damon Stapleton, ECD, Saatchi and Saatchi Sydney discuss the reinvigoration of the Cadbury Dairy Milk brand in Australia and share the story of how it was done.

“We see things as glass and a half full.”

Wicks on Australia’s relationship with Cadbury, how marketing for the brand had lost its spark and become predictable, how the uneasy financial climate has affected marketing in Australia, Cadbury’s core brand values, where they stem from and how they filter into communications.

“This is the best day of my life.”

Stapleton explains what Joyville is, how Cadbury set out to take joy to the real world, the Joyville train, how Cadbury took ownership of Easter, how the various campaigns have given the brand momentum, the measurement metric of ‘brand love’ and the moment Wicks knew the campaign was working.

“Great brands don’t get tired, the people working on them do.”

Wicks talks about making the decision to build a new campaign from scratch, the challenges and benefits of working on a global brand, how he wanted to brand an emotion and why he believes the campaign to be a success.

To see more videos from the Mumbrella360 conference, visit the Mumbrella360 YouTube Channel.


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