Overall, Cadbury has produced a successful integrated communications campaign. Aside from the mild controversies, they have created a campaign which appeals to its target market and utilises a range of media from outdoor to online.

The campaign has proven to be effective with B&T reporting that the Joyville train ad alone engage with over 13 million consumers in Australia. Ben Wicks, GM Marketing for Cadbury told B&T: "We're very please and honoured by the response we've had to the Joyville campaign. The campaign has exceeded our expectations, and we couldn't be happier with the results."

This proves the success of the campaign and personally I believe it is a result of the Joyville campaign, throughout all media, making sure it developed and continually reinforced a relationship between Cadbury and it's customers.

References:

B&T. 2013. Cadbury's Joyville to make Easter return. [ONLINE] Available at: http://www.bandt.com.au/news/advertising/cadbury-s-joyville-to-make-easter-return. [Accessed 13 July 13]