Cadbury has unveiled the next instalment of its Joyville campaign, this time to promote its newly re-enlarged Dairy Milk blocks.
The 15-second and 30-second commercials will go to air across TV screens on Sunday 12 May and will be on extensive rotation until the end of June. It will also be broadcast sporadically throughout the rest of the year.
The TV commercial will feature more characters of Joyville carrying buckets filled with milk throughout the land until the milk is added to Cadbury Dairy Milk chocolate.
Cadbury Dairy Milk general manager marketing Ben Wicks said: “Joy is at the heart of everything we do, it is also behind these changes which reinforce our brand philosophy by multiplying the joy for chocolate lovers.
“We wanted to bring to life the new generous improvements to our Cadbury Dairy Milk blocks range in the fun and playful context of Joyville.”
The Joyville campaign, which launched last year, has seen Cadbury Dairy Milk has grow its total share of the market from 19.5% to 21% in the 12 months to December 2012, the highest it's been in six years, according to Nielsen figures.
The TV campaign will be supported by in-store, out-of-home and digital executions. It was developed by Saatchi & Saatchi while Prodigy Films was the production company. Carat handled media buying and Visual Jazz Isobar was the digital agency.
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