Cadbury returns to Joyville in £7m TV push
Cadbury is launching £7m TV advertising campaign for its Dairy Milk brand as the first phase of its Joyville marketing strategy for 2013.
The advert will air for the first time next week (13 February) and highlights the taste behind the 100-year-old chocolate.
It is set in Joyville, Cadbury’s fictional Dairy Milk world, and follows a factory worker who finds a safe containing the secret ingredient to Dairy Milk.
Matthew Williams, marketing activation director at Cadbury, says: “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 that taste, and to show people that the things they love most are often the ones they know the best.”
The ad, created by Fallon, is the third in a series of ads based on Cadbury’s Joyville brand platform. It follows ads to promote the launch of Cadbury Dairy Milk Bubbly and the brand’s Olympic ‘Unwrap Gold’ activity.
Cadbury launched the platform last year in a bid to reconnect its brand marketing to its products.
A nationwide sampling tour will launch in the coming weeks alongside a digital campaign to support the TV activity.
