Cabury's Joyville campaign has been running since 2012, according to the company "Joyville is positioned as a mythical place that lives in the imagination of chocolate lovers around the world, it is a magical place where Cadbury chocolate is made. A place where worker whistle to chocolate, milk is stored in hillsides and chocolate is transported in purple pipes and delivered by purple vehicles."
Cadbury has worked hard to successfully integrate this vision into all aspects of their campaign, through utilising a variety of media such as TV, online including a website and Facebook page, sales promotions such as the "what brings you joy" competition, and outdoor media including 3D street art.
Cadbury has worked with Saatchi & Saatchi to create the Joyville campaign. It mostly promotes its brand image but also the the new Marvelous Creations product line and Cadbury Dairy Milk's controversial, new 'generous' block sizes.
References:
Adworld Ventures Ltd. 2012. Cadbury Launches Joyville Campaign. [ONLINE] Available at: http://www.adworld.ie/news/read/?id=8404ee99-70f7-440e-8c1b-8cc6ae0bc645. [Accessed 27 June 13].
Campaign Brief. 2013. Cadbury launches new Joyville campaign to support improvements to iconic Cadbury Dairy Milk block range via Saatchi & Saatchi Sydney. [ONLINE] Available at:http://www.campaignbrief.com/2013/05/cadbury-launches-new-joyville.html. [Accessed 27 June 13].
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