Category: Best Use of Integrated Media
Advertiser: KRAFT
Product/Service: CADBURY DAIRY MILK BUBBLY
Agency: FALLON LONDON
Media Agency: PHD, London, UNITED KINGDOM
Chief Creative Officer: Santiago Lucero (Fallon)
Creative Director: Sam Oliver (Fallon)
Creative Director: Shish Patel (Fallon)
Creative: Chris Bovill (Fallon)
Creative: John Allison (Fallon)
Agency Producer: Sasha Mantel (Fallon)
Director: Tom Kuntz (MJZ)
Editor: Rick Russell (Framestore)
Producer: Suza Horvat (MJZ)
Media placement: TV Campaign - 1 Spot - 3/02/12
Media placement: Fountain - 2 spots - 21/01/12
Media placement: Currency - 2 spots - 21/01/12
Media placement: Print - 1 spot - 3/02/2012
Insights, Strategy & the Idea
Cadbury had a great challenge for us – the Glass and a Half full productions were creating fantastic salience, but ultimately, the product itself was disappointing people. How could we connect the magic of the Cadbury brand back to the chocolate.
The main objective was to re-kindle people’s love and excitement for not just Cadbury’s, but Cadbury’s chocolate, by surprising and delighting people with the magical attributes of the Cadbury brand.
Creative Execution
Joyville was born – the magical and mythical place where Cadbury Dairy Milk is made. A place full of wonder and delight, with a cast of colourful characters, that sometimes bubbles over into our world, surprising and spreading joy in the way only chocolate can.
Joyville first appeared with a giant magical musical chocolate fountain at London’s Westfield Shopping Centre at the end of January and is currently touring the country. The above the line activity kicks off 3rd February with a TV spot launching new Cadbury Dairy Milk Bubbly and is part of a new campaign, that included TV, outdoor, PR, experiential, instore and digital that will give viewers a further glimpse of Joyville.
Results and Effectiveness
So far, this is on track to be the biggest launch in tablets in 5 years
£6.6M sold in 12 weeks (+£2.7m ahead of target)
Bubbly has driven a 4.2ppt share gain for Total CDM
Has both grown the category and bought in 1m new consumers to chocolate.