Going to the chapel and their going to get married!

The Story of the 'Joyville Girl' and the 'Baker Boy'

Today’s blog is centring around the story of the Joyville bride and a baker boy, this TVC was published on 20^th February 2013 and released on free to air television. It celebrates the marriage of a ‘Joyville girl’ and a ‘baker boy’. The Joyville branding throughout the ad is easily recognisable, from the Joyville characters in purple and white costumes and the music overlay is similar to previous Cadbury Joyville TVC’s.  The advert is cleverly used as a platform to introduce the new ‘cadbury biscuits’  which is a marriage between Cadbury chocolate and biscuit. Cadbury has successfully introduced the two new products (Cadbury fingers and Cadbury biscuit Freddo) in a holistic way, the strategy of the ad is to get consumers excited about the characters of Joyville and the secondary to know there is two new products in the market. 

Integrated with the TVC is the digital promotion driven by Cadbury’s Facebook page www.facebook.com/cadburydairymilkaustralia 

The promotion offers consumers the chance to win their own Joyous Union which is a trip to see a loved one or 1 of 200 Cadbury Biscuit packs by simply clicking  ‘like’ on Cadbury's Facebook page.  

The online promotional mechanic asks entrants to upload a snap of their most joyful moment and describe what made the moment so joyful. The promotion is asking consumers to engage with the brand, the consumer insight is that chocolate releases positive endorfines that brings people joy, and by asking people what their most joyful experience was links joyful moments with Cadbury chocolate and in turn the strategy that consumers will purchase Cadbury over another chocolate brand like Lindt or Red Tulip.