Cadbury drops Joyville in 2014 push to bring more clarity to the brand
Cadbury has outlined a year-long marketing strategy to bring more clarity to its positioning, dropping its Joyville platform for failing to push key elements of the brand.
https://www.youtube.com/watch?v=aKNqojGjT_Q
The confectionery maker says upcoming promotions will “evolve” the themes set out in previous Joyville ads by promoting the spontaneous moments of joy people have when eating chocolate. It is being introduced through a £7.5m campaign this weekend (18 January) to showcase how the taste of Dairy Milk can improve every-day scenes.
It opens on a mundane office with a man being put on hold on his telephone. He takes a bite from his Cadbury Dairy Milk bar to pass the time and almost immediately beings to dance and lip-syncs to the Baccara’s track “Yes Sir I can Boogie”. An online version of the Fallon-created ad, which launched yesterday (17 January), has already sparked comments from fans identifying with the scene, according to the business.
Matthew Williams, marketing activation director at Cadbury owner Mondelēz International, told Marketing Week upcoming campaigns will look to drive more fan reactions to everyday situations. There will be opportunities for fans to “get involved and experience their own moments of joy”, he adds.
“We’re hoping the idea we’re running with Cadbury is one that resonates with people in a way that allows us to raise the bar in 2014 in terms of return-on-investment.”
“Joyville was a global campaign that really worked well for us but we found some of our communications were a bit too complicated. Some of the Joyville characters, while engaging, did get in the way of some of the messages we that we wanted to get across in terms of what it means to have a glass and a half of milk in your Dairy Milk chocolate and our great new Marvellous Creations bars”, Williams said.
The campaign introduces the strapline “Free the Joy”. Additional TV and online content is being prepped for the coming weeks as the brand gears up for the key Easter period.
Cadbury launched Joyville in 2012, billing it at the time as a 10-year communications platform to reconnect its brand marketing to its products.
