Cadbury's Joyville to make Easter return

Cadbury's Joyville to make Easter return
SHARE
THIS



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.

http://www.youtube.com/watch?v=aMmlE6Yq748#t=5s

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

Latest News

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Adobe Launches Adobe CQ To Measure Creative Aptitude
  • Technology

Adobe Launches Adobe CQ To Measure Creative Aptitude

Adobe today launched Adobe CQ (creativity quotient), an evaluation tool designed to measure enterprise creative aptitude and capability across teams and organisations. The persona-based test will help leaders understand how to use creativity, cultivate it and accelerate skills development. Adobe managing director for ANZ Suzanne Steele [feature image] said: “With the exponential growth of technology and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]

Canon Australia Named Official Imaging Partner For Sydney Zoo
  • Media

Canon Australia Named Official Imaging Partner For Sydney Zoo

Canon Australia has today become the first official Imaging Partner of Sydney Zoo. The two-year partnership will see the two experience-led organisations bring to life a variety of on-site and digital platform photographic and creative print activations; each with the purpose of extending the creative and educational experiences of every guest to Sydney Zoo. From […]

Daily Telegraph Loses Geoffrey Rush Appeal
  • Media

Daily Telegraph Loses Geoffrey Rush Appeal

Judge says Geoffrey Rush can keep the cash, however, warns him about making any more 'Pirates Of The Caribbean' sequels.

by B&T Magazine

B&T Magazine
Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

Shootsta Wins Orica, Vision Australia And Veolia As Demand For Webinar Continues

A pivot towards producing digital webinars, podcasts and animations for clients has seen global vid tech scale-up Shootsta win several new major clients. Since March, Shootsta has secured local work with Orica, The Royal Commission, ASG Group, Teachers Mutual Bank, Savills, Veolia, Vision Australia and Sydney Children’s Hospital Foundation. Globally, it has won contracts with […]

Facebook Responds To Advertiser Boycott
  • Technology

Facebook Responds To Advertiser Boycott

Facebook has responded to the current advertiser boycott and it's both direct with just the right smattering of grovel.

by B&T Magazine

B&T Magazine
Audiences Strengthen As More Australians Get Back To Fitness
  • Advertising

Audiences Strengthen As More Australians Get Back To Fitness

Val Morgan Outdoor (VMO) has revealed that audience numbers are averaging 60% pre-COVID levels at VMO Active fitness centres across the country. Western Australia, where health clubs were the first to reopen in May, is now sitting at a 12.4% week-on-week increase, with a return-rate of 72% overall, which Val Morgan anticipates will be reflected […]

Sparro Promotes Hannah Jones To GM
  • Advertising

Sparro Promotes Hannah Jones To GM

Independent digital marketing agency, Sparro, has today announced the promotion of Key Account Director, Hannah Jones, to General Manager. Jones, who joined Sparro in September 2017, has played a pivotal role in shaping the agency’s unique and award-winning culture and expanding the company’s client portfolio. Sparro Co-Founder and Partner, Morris Bryant, said appointing Jones as […]

Jardin Anderson Joins Emotive As Senior Creative
  • Advertising

Jardin Anderson Joins Emotive As Senior Creative

Integrated Creative Agency, Emotive, today announces the appointment of Jardin Anderson as Senior Creative. Jardin joins Emotive’s creative team with plenty of adland experience including roles at The Glue Society, M&C Saatchi Sydney and DDB Melbourne. Jardin Anderson said:​ “​ I am super excited to be a part of the Emotive creative collective. The creative […]

Retail Out-Of-Home In Combination With Television Delivers Greater Impact
  • Media

Retail Out-Of-Home In Combination With Television Delivers Greater Impact

Shopper Media today released findings from its latest ‘Media Multiplier Effect’ Shopper Study, confirming that using retail OOH in conjunction with television advertising will deliver greater efficiencies for brand and product campaigns. Jamie Hollebone, Shopper Media’s Head of Revenue (pictured), says, “The findings indicate that a combination spend on TVC and retail OOH will boost […]