Cadbury's Joyville Promotes the New Dairy Milk Bubbly
Katherinev123 — February 10, 2012 — Marketing
To promote its latest product, Dairy Milk Bubbly, Kraft Foods-owned Cadbury has created a fun and exciting campaign that includes an imaginary chocolate land called Joyville, where all of Cadbury's Dairy Milk chocolate is made.
The campaign, which cost £6 million, was -- not surprisingly -- inspired by Willy Wonka and The Chocolate Factory and includes a commercial showing all the chocolate factory workers at Joyville working hard to create the Dairy Milk Bubbly, an aerated chocolate in which "each bubble contains a tiny piece of real joy," describes the Cadbury site. In addition to the fun video spot, the campaign includes an actual musical chocolate fountain at the Westfield mall in London (see video), as well as a dedicated interactive website where visitors can explore Joyville and learn more about Dairy Milk Bubbly.
As Marketing Activation Director of Kraft Foods Matthew Williams states, "Joyville taps into the wonky magic of the brand, creating a place that can live in people’s imagination with endless possibility. We are very excited about bringing it life.”
The campaign, which cost £6 million, was -- not surprisingly -- inspired by Willy Wonka and The Chocolate Factory and includes a commercial showing all the chocolate factory workers at Joyville working hard to create the Dairy Milk Bubbly, an aerated chocolate in which "each bubble contains a tiny piece of real joy," describes the Cadbury site. In addition to the fun video spot, the campaign includes an actual musical chocolate fountain at the Westfield mall in London (see video), as well as a dedicated interactive website where visitors can explore Joyville and learn more about Dairy Milk Bubbly.
As Marketing Activation Director of Kraft Foods Matthew Williams states, "Joyville taps into the wonky magic of the brand, creating a place that can live in people’s imagination with endless possibility. We are very excited about bringing it life.”
Trend Themes
1. Imaginary Chocolate Lands - The creation of imaginary chocolate lands like Joyville presents an opportunity for immersive brand experiences and storytelling campaigns.
2. Musical Chocolate Fountains - The inclusion of interactive chocolate fountains in marketing campaigns offers a unique sensory experience and engages consumers in a playful way.
3. Aerated Chocolate Innovation - The development of aerated chocolate, like Dairy Milk Bubbly, showcases the potential for innovative texture and flavor combinations in the chocolate industry.
Industry Implications
1. Confectionery - The confectionery industry can explore the creation of immersive brand experiences and storytelling campaigns inspired by imaginary chocolate lands.
2. Retail - Retail businesses can incorporate interactive chocolate fountains as part of their experiential marketing strategies to attract and engage customers.
3. Food and Beverage - The food and beverage industry can take inspiration from the development of aerated chocolate to innovate and create unique texture and flavor experiences in their products.
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