Kraft has built upon Cadbury's recent 'Joyville' brand positioning with a new TV spot, which was created by Publicis Mojo Melbourne rather than the original 'Joyville' creator Saatchi & Saatchi Sydney.
The spot promotes Cadbury's new product Mini Drops, and parallels the "fantastically fun" aesthetics of Cadbury's global 'Joyville' campaign created by Saatchi and Saatchi Sydney, in partnership with Saatchi Fallon UK.
After Kraft's wide-reaching agency review last year, Kraft said Publicis Mojo had not struck entirely from the agency roster, but the agency was only kept on the list in a minimal capacity. The three major winners in the review were Droga5 and incumbents Saatchi & Saatchi and JWT.
However, Publicis Mojo has now been brought in to push forward with the company's wide-reaching new brand positioning, if only for a single project.
Publicis Mojo Melbourne said in a release the spot depicts "a mini fun factory ... designed to take the drops on a roller-coaster ride that fills them with joy. An artisan carefully oversees the contraption and keeps the whole crazy process moving along, in perfect sync with the classic 80’s track, ‘Pump up the volume’".
The agency also added the spot is "aimed at the young market" and has been "inspired by kinetic sculptures". It carries the tagline 'It's the chocolate inside the thin mini shell that counts'.
Cadbury's much-hyped 'Joyville' campaign first aired in Australia on 18 April 2012, following comment from Kraft general manager of marketing for chocolate, Ben Wicks, that "This is a bigger idea than ever before".
"It is a holistic approach,
similar to the 'Wouldn't it be nice' positioning, but much larger still.
This is the biggest investment we have made in years, and will be the
biggest for years to come.
“It's a brand idea that will survive for many years.”
View the campaign here.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at amykellow@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.