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To promote its latest product, Dairy Milk Bubbly, Kraft Foods-owned Cadbury has created a fun and exciting campaign that includes an imaginary chocolate land called Joyville, where all of Cadbury’s Dairy Milk chocolate is made.
The campaign, which cost £6 million, was—not surprisingly—inspired by Willy Wonka and The Chocolate Factory and includes a commercial showing all the chocolate factory workers at Joyville working hard to create the Dairy Milk Bubbly, an aerated chocolate in which “each bubble contains a tiny piece of real joy,” describes the Cadbury site. In addition to the fun video spot, the campaign includes an actual musical chocolate fountain at the Westfield mall in London (see video), as well as a dedicated interactive website where visitors can explore Joyville and learn more about Dairy Milk Bubbly.
As Marketing Activation Director of Kraft Foods Matthew Williams states, “Joyville taps into the wonky magic of the brand, creating a place that can live in people’s imagination with endless possibility. We are very excited about bringing it life.”