Cadbury launches ‘Marvellous Creations’ in next stage of Joyville campaign via Saatchi & Saatchi

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Campaign Brief 70.pngUPDATED TO INCLUDE TVC – Cadbury Dairy Milk has revealed the next chapter of the Joyville story with the launch of its new product from Joyville – Marvellous Creations.

Two weeks ago Cadbury Dairy Milk shared some of the first glimpses of Joyville, with the release of a television commercial demonstrating where and how Cadbury Dairy Milk milk chocolate is made.

Campaign Brief 71.pngThe Marvellous Creations launch is the next major Australian amplification of Cadbury Dairy Milk’s Joyville platform and is supported by an integrated marketing campaign that includes advertising, experiential, PR and digital elements.

In the new television commercial we learn that in Joyville, there is no end to the inventiveness of the chocolate chefs who are seen enthusiastically creating the Marvellous Creations block. Unexpectedly playful ingredients (jelly bits, beanies and even popping candy) are dropped into a bowl of delicious molten chocolate via chefs on trapezes, whilst their roller-skating buddies spin the bowl into which the iconic glass and a half of milk is pouring. All this culminates in the creation of a wonderfully unusual looking block, with irregular ‘paving stone-shaped’ pips, and a candy-like, carnival wrapper.

The take out? A chocolate product made with fantastically fun ingredients, and boundless energy, passion, and lashings of joy. Indeed, the more joy that goes into the making of it, the better it tastes!

Campaign Brief 72.pngThe television commercial, a global execution developed by Saatchi & Saatchi Sydney in conjunction with Saatchi Fallon UK, for use in Cadbury Dairy Milk markets across the world, including the UK, is rolling out this weekend in Australia.

Initially, the Marvellous Creations TVC will screen prime time across all networks as part of a major campaign. Digital, out- of- home and experiential executions have also been developed and will feature across a wide range of Australian websites and locations.

Ben Wicks, general manager marketing chocolate for Cadbury Dairy Milk, has described the launch of Marvellous Creations as the most significant innovation for Cadbury Dairy Milk in 2012.

Says Wicks: “Through Marvellous Creations, we are bringing fun and excitement into the way Australians enjoy their favourite chocolate, with the combination of unusual ingredients and flavours that literally tantalise the taste buds with every bite.”

Wicks continued: “We know Marvellous Creations will surprise and delight consumers. Many years of research and development have gone into this range and we believe it is a category breaker that will be loved by Cadbury fans across the country. Since launching Joyville, Australians have been eagerly awaiting the next instalment and we’re delivering it with a deliciously new tongue-tingling Cadbury Dairy Milk chocolate experience. The Joyville campaign builds upon Cadbury Dairy Milk’s long-standing ‘glass and a half’ brand promise, with an even more optimistic message.”

The first glimpse of Joyville was offered at Easter, where the purple chickens from the Joyville Easter Egg farm bobbed up online as part of a four day experiential activity in Sydney. Over the coming months, Australians will get more sneak peeks into Joyville as the concept is brought to life via experiential activities and further above-the-line communications never seen before.

Agency: Saatchi & Saatchi Sydney

Production Company: @radical.media

Post Production: Heckler

Experiential: Traffik / Saatchi & Saatchi

Media: Carat

PR: Royce