Cadbury Joyville Cannes Film by Fallon

[tusharmhaske]

Challenge

Cadbury had a great challenge for Fallon – 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?

Challenges & objectives

Cadbury have plans for a wide range of NPD over the next five years – meaning the creative platform had to be able to stretch and encompass innovation and ‘new news’.
Solution
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.

How we arrived at the final design

We were inspired by myths, stories and legends – concepts such as Father Christmas, the Tooth Fairy, or the Easter Bunny. Childhood tales that had some bearing on the real world – they are used to explain things, to suggest a more a magical world running in parallel to ours, but (most of the time) just out of sight.

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.

Results

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 tablets

[Anjana Kamat]

Wow. 6.6 million sales!