Cadbury Dairy Milk gets the Joyville treatment

Cadbury Dairy Milk gets the Joyville treatment

Cadbury has again teamed up with Saatchi & Saatchi to develop its new Joyville campaign, focusing on a facelift for its iconic Cadbury Dairy Milk blocks range.

Cadbury has said that the improvements to the range are the most significant in the brand’s 132 year history and have been made as a direct response to consumer feedback.

The improved Cadbury Dairy Milk blocks will see the introduction of new rounder shaped chocolate pieces, the inclusion of whole nuts in all nut varieties, a more generous sized block and a resealable pack.

Cadbury’s new range will be supported by a new 30 second and 15 second spots which takes viewers on a journey through its mythical land of Joyville

The commercial shows Joyville farmers carrying purple buckets brimming with milk to a chocolate mixing barn, where the new look Cadbury blocks are created.

“Joy is at the heart of everything we do, it is also behind these changes which reinforce our brand philosophy by multiplying the joy for chocolate lovers,” said Ben Wicks, general manager marketing chocolate for Cadbury Dairy Milk.

“We wanted to bring to life the new generous improvements to our Cadbury Dairy Milk blocks range in the fun and playful context of Joyville."

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