The document summarizes the Joyville chocolate marketing campaign and proposes improvements. It discusses creating brand awareness and consumer involvement through personal joyful moments. Aspects that need improvement are unclear messages and an ineffective "10% more joy" tagline. The strategy should effectively communicate the consumer's role and benefits of consuming chocolate using consistent messaging across all communication tools. Execution techniques like emotional appeals, educating consumers, and point-of-purchase materials could influence buying behavior. A new tagline is recommended to reinforce the positive emotions consumers get from chocolate.

1. Yunhua Chen
Christy Nixon
Saida Mathew
Jessica Dwyer

2. Joyville campaign
•Create brand awareness
Feel the joy
•Consumer involvement through their
own ‘joyful’ moment
•Influence buying behavior

3. Aspects of the Joyville campaign
that need improvement
•Unclear messages
•10% more joy

4. Strategy
•Effectively communicate the
consumer’s role and the benefits
they experience from consuming
chocolate.
•Ensure all communication tools
deliver a consistent message.

5. Execution techniques –
emotional appeals
•‘Moment of joy’ for consumers
•Educate consumers about their
role in Joyville
•Influence buying behaviour
•Employed across a range of
communication tools

6. Execution techniques – POP
materials
•Potential to influence buying
behavior
•Integrate Joyville platform and
the consumer shopping
experience

7. Execution techniques –
change the ‘10% more Joy’
tagline
• Reinforce the benefits consumers
get from chocolate (positive
emotions)

8. Conclusion
Work collaboratively to develop a stronger
integrated marketing communications
campaign in the following ways:
• Implement consistent messages
•Use emotional appeal and brand imaging
•Introduce POP advertising
•Develop a new tagline