Cadbury Dairy Milk have announced (18 April 2012) the launch of a global brand ‘platform’ called “Joyville” for a major marketing campaign.   The concept aims for greater interaction between the Cadbury Dairy Milk marketers and the consumers of their brand.

The marketing slogan behind the “Joyville” concept says:  “Joy is the secret ingredient that gives Cadbury Dairy Milk its unique taste.”

Supporting the launch, Cadbury Dairy Milk will combine an integrated marketing campaign including advertising, experiential, PR, digital elements and a global television commercial developed by Saatchi & Saatchi (Sydney) hitting the airways this week.

The first series of advertising for “Joyville” introduces consumers to Cadbury workers who embark on various missions to “spread joy via Cadbury Dairy Milk.”  Over the coming months,  Australians can expect to see the “Joyville” campaign surfacing  across many areas.

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