Cadbury + Woolies launch Marvellous Creations spot and campaign via Saatchi & Saatchi, Sydney
Cadbury Dairy Milk continues the magical Joyville story with the launch of a brand new addition to the Marvellous Creations range – Banana Candy, Peanut Drops and Choc Biscuit, available exclusively at Woolworths stores Nationally from July 10.
For this chapter, Cadbury Dairy Milk has partnered with Woolworths to create an innovative TVC and will also support the launch with a 360 degree campaign encompassing TV, PR, OOH, POS and digital. The campaign idea, conceived by Saatchi & Saatchi Sydney, asks chocolate lovers to get involved and vote on whether the new Marvellous Creations should stay on shelves or not.
The Joyville chefs think this could be their best creation yet, but they’re a bit biased so chocolate lovers are encouraged to jump online to www.Joyville.com.au and vote on whether they love the new Marvellous Creations as much as Joyville does.
The 15 second campaign TVC goes to air Nationally on July 10 and sees the fusion of the Joyville and Woolworths brand messages.
As the TVC opens, the Joymobile is seen driving down a winding country road before the driver hits a purple button on the dashboard and a mysterious box gently slides out the back door and is left behind on the road. Next, a Woolworths truck pulls up and the driver hops out to investigate the mysterious package – as he opens it, a purple light illuminates his awe struck face as the joyful contents are revealed.
The final frame unveils the new Cadbury Dairy Milk Marvellous Creations Banana Candy, Peanut Drops and Choc Biscuit against a purple backdrop, surrounded by piles of the delicious and unexpected new ingredients along with a call to action to vote.
The digital execution of the ‘vote to keep me’ campaign from Visual Jazz Isobar takes users on a fun journey via a quirky Joyville Facebook game. A Joyville chef is standing on a trampoline ready for launch and a YES or NO button sits underneath with a meter that registers the users built up clicks. As the meter fills up, the chef will bounce higher and higher until being launched into the sky and taking a joyful journey to land at his final destination, depending on which way the user has voted. The results will be revealed on August 7.
Ben Wicks, general manager marketing chocolate for Cadbury Dairy Milk, said he is excited by the new campaign which demonstrates the power of customer collaboration and cross-platform innovation.
Says Wicks: “We are proud to be working with Woolworths on a market-leading campaign that creatively weaves the Joyville story with the Woolworths fresh food people messaging to deliver a TVC and 360 degree campaign that is quirky, playful and unique. We are confident our customers will absolutely love this new Marvellous Creations product and vote to keep it as part of the range permanently.”
This announcement follows hot on the heels of the recent launch of two exciting new Cadbury Dairy Milk Marvellous Creations – Clinkers, Raspberry Chips and Marshmallows; and Clinkers, Gummi Bears and Choc Biscuit which are already flying off shelves at supermarkets across the country.
The new Cadbury Dairy Milk Marvellous Creations Banana Candy, Peanut Drops and Choc Biscuit is available in both 290g blocks and 50g bars at Woolworths stores Nationally from July 10.
Production/Post Production: The Feds
Director: Craig Rasmus
Creative: Saatchi & Saatchi
Creative Director: Matt Gilmour
TV Producer: Claire Colohan
Digital: Visual Jazz Isobar
Media: Carat
In-store/POS: Oxygen
PR: Royce Communications
7 Comments
Shit, now we’re supposed to help Cadbury with their listings at Woolies. Obviously a crap chocolate that Woolies don’t want on their shelves.
“Ben Wicks, general manager marketing chocolate for Cadbury Dairy Milk, said he is excited by the new campaign which demonstrates the power of customer collaboration and cross-platform innovation.”
Yep, I’m wondering if people just aren’t impressed much at all with any of these Marvellous Creations. Every week they’re on special in the supermarkets, like around 1/2 price. The marketing dept can be as excited as they like, doesn’t change an unexciting product.
Which marketing genius decided to add more sugar to sugar???
If they paid attention to the world, they’d notice that Mums in particular are moving away from shit like this…and if you have results that say the opposite, well then, you’re still a pack of pigs for taking advantage of them…..
Keep coming up with these stupid wacky things and you’ll eventually erode the value of your original product. Ridiculous way to trash your brand, grasping at short-term volume targets and bending over to the retail giants to justify why you should be on their shelves.
Fuck me, there’s about 26 different types of Tim Tam on sale at the moment and IGA were flogging them for 99c a pack last week. No-one asked for an avocado and walnut flavoured Tim Tam FFS.
How hard can it be to sell a block of chocolate to a nation of fat cnuts?
Augustus, your post says it all. Thanks for the laugh. I think their products are eroding already. I don’t touch Tim Tams but there does seem to be a wide variety around. Now we’ve got affordable chocolate bars going barmy.
Did I read that right – ‘A chocolate product called ‘Clinkers??’
Yes. Clinkers have been around as a kid’s sweet since Adam was a boy. Never liked them myself, but everybody is different.