Cadbury launches new Joyville campaign to support improvements to iconic Cadbury Dairy Milk block range via Saatchi & Saatchi Sydney

CAD0320 18.jpgCadbury will next week release its new campaign, developed by Saatchi & Saatchi Sydney, to support a number of generous improvements to its iconic Cadbury Dairy Milk blocks range.

The enhancements to the range are said to be the most significant in the brand's 132-year
history and are designed to enhance the eating experience of Australia's most loved chocolate[1]. The changes were made in direct response to Australians telling Cadbury what they want from their Cadbury Dairy Milk[2].

WATCH THE SPOT
CAD0320 28.jpgFresh from the kitchens of Joyville, the famous Cadbury Dairy Milk blocks range will see
the introduction of new rounder shaped chocolate pieces, the inclusion of whole nuts in all
nut varieties, more generous blocks, and a new look, easy to use resealable pack.[3]
The changes are being supported by a new 30 and 15 second TV commercial, which will take viewers on another spectacular journey through the mythical, magical world of Joyville.

In the latest chapter of Cadbury's Joyville story, the inner workings of the wonderfully joyous
chocolate mixing barn is revealed, showing how the new look Cadbury Dairy Milk is
created. In a uniquely Joyville way, the commercials show how Cadbury is adding even more
joy to their blocks range, including nut varieties, by using humor and visual spectacle to
demonstrate the care and pleasure that goes into making every single block of Cadbury Dairy Milk.

CAD0320 37.jpgIn the commercials, Joyvillian farmers are seen carrying purple buckets brimming with full
cream milk to the chocolate mixing barn. Inside the barn, we witness the joyful creation of
the new Cadbury Dairy Milk block with its generous, rounder pieces.

In an additional 15" execution, the focus is placed on delicious whole hazelnuts to
communicate the inclusion of whole nuts into all Cadbury Dairy Milk nut variants.

Ben Wicks, general manager marketing chocolate for Cadbury Dairy Milk, said the
television commercials are designed for lovers of Cadbury Dairy Milk and the creative is in
keeping with the Joyville philosophy that is all about making the world a more joyful place.

Says Wicks: "Joy is at the heart of everything we do, it is also behind these changes which reinforce our brand philosophy by multiplying the joy for chocolate lovers. We wanted to bring to life the new generous improvements to our Cadbury Dairy Milk blocks range in the fun and
playful context of Joyville."

The two new Cadbury commercials will air across Australia from Sunday 12 May 2013.

The new look Cadbury Dairy Milk has started appearing around Australia and surprising
chocolate lovers. The full range of new look Cadbury Dairy Milk will be available,
wherever Cadbury Dairy Milk is sold.

The new TV commercial will be supported by a fully integrated campaign including in-store,
out of home, online and public relations campaign.

Client: Kraft Foods ANZ
Advertising: Saatchi & Saatchi Sydney
Production Company: Prodigy
Post Production: Alt VFX
Digital: Visual Jazz
Media: Carat
PR: Royce


[1] http://www.marketingmag.com.au/news/australias-love-affair-with-qantas-continues-16374/
[2] The research was conducted by independently by Hall and Partners, Open Mind Research in February 2012. The research was conducted with a significant number of Australian and New Zealand consumers, aged 18-59.
[3] Based on RRP across the new 220g (RRP $4.49) Cadbury Dairy Milk blocks range.

8 Comments

O well said:

So long as the clients happy. Thats the main thing.

asdf said:

yep, as long as the client is happy.

-GK said:

Always wondered how they made chocolate.

Punters said:

...will like it.

TLDR said:

For such a simple ad. That's a fucking long press release.

Credit where credit is due... said:

Director?
Creatives?
Artists?
Can we have some names please?

Deak said:

This is just going back a little to when blocks were 250g and nuts were whole. Blocks were downsized to 200g and nuts were fragments. Sales dropped. Now this is a step backward a little in an attempt to lure back the market. The Chocolate seems to be a little more oily??. One wonders where it is manufactured as this is not
clearly evident on the pack.

mukurukuru@yahoo.com said:

nothing african in them.

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