EXCLUSIVE: Cadbury 'Joyville' will return in the next few weeks with a new Easter campaign following major success last year, Saatchi & Saatchi has confirmed.
Australian CEO Michael Rebelo told B&T audiences could expect to see Joyville “sprinkle its magic on the myth of Easter” and celebrate all of the things that make Australia joyful, in Cadbury fashion.
According to Cadbury, the campaign, which was rolled out across Cadbury's global markets last year, took social media by storm and set new standards for brand linkage and campaign effectiveness for Cadbury Dairy Milk in Australia and New Zealand.
It also helped the brand exceed projected annual sales and share targets.
Market share for Cadbury Dairy Milk has risen by over 10% since the launch of the campaign, a six year high for the company, while return on investment has been 30% ahead of budget.
The company also experienced double-digit revenue and profit growth for Cadbury Dairy Milk in 2012.
The ‘Ecosystem’ TVC achieved over 90% brand linkage while the ‘Marvelous Creations’ TVC achieved 85%.
Furthermore, the Cadbury Dairy Milk Marvellous Creations and Cadbury Mini Drops TVC’s were rated by Ipsos as two of the four most effective (of 70), TVC’s tracked during this year’s London Olympics, according to Saatchi & Saatchi.
Last year's campaign engaged "tens of milllions consumers" globally through a series of live activations, TVCs, media relations and social media activity.
The Joyville Steam Train activation alone was estimated to reach 13.2 million Australian consumers. It was produced in conjunction with Wonder and documented by Jungle Boys.
Ben Wicks, GM Marketing for Cadbury told B&T: “We’re very pleased 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.”
The premise behind the campaign was to bring the product back into the centre of the marketing experience, while maintaining a sense of playfulness.
Wicks said: “The overarching theme was that at Cadbury we don’t just make chocolate, we make the world a more joyful place. We wanted to introduce the public to the mythical land of Joyville, a wonderous, happy place where chocolate is magically created and enjoyed.”
Please login with linkedin to comment
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]