Cadbury ditches 'Joyville' campaign but commits to TV advertising

Cadbury: latest TV campaign moves away from the Joyville concept
Cadbury: latest TV campaign moves away from the Joyville concept

TV will always play a part of the mix in Cadbury's campaigns, according to Matthew Williams, the marketing activation director at Mondelez International, speaking ahead of a £7.5 million push behind Dairy Milk.

In the latest creative, Cadbury has ditched its 'Joyville' campaign in favour of a light-hearted portrayal of a man who is prompted to lip-sync along to "on hold" music by the "joy" that eating Cadbury Dairy Milk brings him.

The ad campaign, created by Fallon London, launches on Saturday 18 January with a 60-second TV spot. A 90-second version of the ad will air in cinemas and there will also be a 30-second film on TV.

Williams said: "For a mass market brand like ours, Cadbury, to put it in context, is bought by 60 to 70 per cent of the population and, across the whole year, on average more than 20 times. With a brand with that kind of scale, TV is always going to play a part of the mix.

"There is a lot of discussion about whether TV is dead, but it’s still a very good way to reach a large number of people with an engaging message. With a brand the size and scale of Cadbury Dairy Milk, TV was always going to be a key part of our plans."

Although Williams declined to comment on the campaign beyond the TV ad, there is likely to be significant digital activity. Cadbury is understood to be hoping that the ad will prompt members of the public to create their own lip-sync videos.

Williams said: "We’d never run a campaign that was all advertising, but if you have creative that is strong and engaging, TV is an effective way of reaching people and getting them to talk about brand and wanting to fun out more."

At Fallon the creative director on the campaign was Santiago Lucero.

Williams said the creative was about "celebrating how joyful the [Dairy Milk] products are".

He said: "We’re doing it in a way that mimics what consumers are doing, picking up our chocolate and using it to give them a little moment of joy."

Each of the three versions of the TV ad will be available online on YouTube.

This article was first published on campaignlive.co.uk

Discussion

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

Latest

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
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message