Cadbury Joyville campaign to focus on taste

Cadbury: latest Joyville ad is part of a £7m marketing campaign
Cadbury: latest Joyville ad is part of a £7m marketing campaign

Cadbury is to launch its latest Joyville campaign next week as the company invests in a £7m marketing campaign to remind the country why it loves Cadbury Dairy Milk.

The latest ad marks a change in strategy for Cadbury, as unlike previous Joyville campaigns, it celebrates the taste of Cadbury Dairy Milk.

Cadbury launched its Joyville platform – a mythical land where Cadbury Dairy Milk is created – last year. Cadbury Dairy Milk Bubbly and the Olympic campaign, 'Unwrap Gold', were the previous Joyville campaigns.

The ad, which airs on TV on 13 February, celebrates the fact that Cadbury Dairy Milk uses fresh milk in the production process.

Created by Fallon, the ad follows a young factory apprentice as he goes on a quest to discover the secret behind Cadbury Dairy Milk's taste.

The apprentice is guided on his journey by an old Joyville master as they speed through a secret passageway into hidden worlds, where new adventures await around every corner. They ultimately find their way to the Cadbury Dairy Milk safe, where the secret of why it tastes so creamy is finally unveiled.

The TV ad is made up of a 60-second and 30-second spots, which will be supported by digital activity and a national PR campaign. Additionally, a nationwide sampling tour is being carried out.

Matthew Williams, marketing activation director at Cadbury, said: "Cadbury Dairy Milk is not just an iconic British brand, it is also an iconic British taste that has been around for 107 years. We wanted to celebrate the taste, and to show people that the things they love most are often the ones they know the best.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers