Joyville
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This document outlines Cadbury's Dairy Milk brand values of generosity, playfulness, optimism, and pioneering spirit. It discusses Cadbury's creation of the "Joyville" myth for its Fallon advertising campaign, which portrayed feelings of joy through a glass metaphor and experiential activities. The £6 million global launch campaign combined magic realism and storytelling inspired by mythology and Cadbury's history, with a trademarked purple color and interactive chocolate fountain experience.
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The document discusses the history and operations of Cadbury, a leading global confectionery company known for its chocolate, gum, and candy brands. It outlines key events in Cadbury's founding and growth, including John Cadbury opening a small grocery shop in 1824 and the company moving to a larger factory and becoming Cadbury Brothers in 1847. The document also examines Cadbury's manufacturing process for chocolate and strategies for marketing, management, and maintaining its market leadership position.
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Cadbury is a confectionery company founded in Birmingham, England in 1824. It is now owned by Kraft Foods and operates globally, manufacturing chocolate and other candy products. Cadbury has manufacturing operations in the UK, Ireland, US, Australia, New Zealand and other countries. In 2010, Kraft Foods acquired Cadbury for $18.9 billion after a hostile takeover bid, raising concerns about job losses in the UK.
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The document discusses the history and operations of Cadbury, a leading global confectionery company known for its chocolate, gum, and candy brands. It outlines key events in Cadbury's founding and growth, including John Cadbury opening a small grocery shop in 1824 and the company moving to a larger factory and becoming Cadbury Brothers in 1847. The document also examines Cadbury's manufacturing process for chocolate and strategies for marketing, management, and maintaining its market leadership position.
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The document discusses the process of making chocolate from cocoa beans. Cocoa beans are transported to processing plants where they are cleaned, roasted, cracked, and the cocoa butter is pressed out. The remaining cocoa nib is then ground into a liquid cocoa mass. This liquid cocoa mass is mixed with sugar and milk to produce chocolate. It then details the history of Cadbury, including key founders and developments such as moving to Bournville and beginning TV advertising in the 1950s. Risks and benefits of chocolate consumption are also mentioned.
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Joyville
- 1. Joyville Fallon and Cadbury’s Dairy Milk
- 2. Cadbury’s Dairy Milk Core Brand Values • Generosity • Playfulness • Optimism • Pioneering Spirit
- 3. 1. Creating the myth JOY – important brand element
- 4. 2. Building on success Glass and a Half Full Productions Metaphor for feeling
- 7. 3. Everything at once 6 months £6million budget Global launch
- 8. 4. Magic Realism Getting the myth Experiential activity in real world
- 9. 5. Combining Qualities Unique, Distinctive, Quirky
- 11. 6. Past Glory Inspired by classic mythologies and history of Bournville
- 12. 7. Storytelling Inspired by classic mythologies and history of Bournville
- 13. Reference to classic branding
- 14. 8. The colour purple Trademarked Pantone 2685C
- 16. 8. Experience The chocolate fountain
Editor's Notes
- Partner agency since 2006.Iconic advertsPush ambition and scaleIncorporate core DM brand and new product developmentGlobal scopeImmersive breifing
- Myths normally happen over timeDefine core foundations balance between something magical and something people want to believe in but not overtly nonsenical
- New campaign put chocolate at the heart, chocolate at the heart HERO
- Watch video http://www.youtube.com/watch?v=TnzFRV1LwIo
- Watch the video: http://www.youtube.com/watch?v=TVblWq3tDwY
- 6 month campaign – Idea to campaign launch
- More real things to experience the stronger the myth becomes
- Allude to history and heitage. English eccentricty
- http://www.youtube.com/watch?v=PJMAVfkI0io
- Allude to history and heitage. English eccentricty1893 George Cadbury built Bourneville model village
- Tactile quailty and whimsical story
- Curved to match the Dairy Milk logo
- Launch advert:http://www.youtube.com/watch?v=SHbUvdPEgOU
- Tactile quailty and whimsical
- Watch video: http://www.youtube.com/watch?v=yJJV5FecYk0&list=PL0E65A73463B0B3E8&index=2
- http://www.youtube.com/watch?v=aAymavc19Zs
- http://www.youtube.com/watch?v=Tv_yDzp18rs
- http://www.youtube.com/watch?v=Y-n_BLOR7Vc