What a Marvellous Creation!

In 2012 Cadbury launched “Marvellous Creations” as part of the Cadbury Joyville campaign. The initial launch amplification was made via TVC across prime time, free to air networks in Australia. (Campaign Brief, 2012)

The TVC which still runs in 2013 on free to air networks again features the iconic Cadbury Joyville branding including purple and white colouring, Joyville characters and fun and uplifting music featuring a big band style melody. The last frame of the TVC showcases the point of purchase packaging of Marvellous Creations so to be easily recognisable in supermarkets. 

Integrated with the TVC is the Internet marketing of Cadbury Marvellous Creations through the Marvellous Creations' Facebook page. http://www.facebook.com/CadburyMarvellousCreations  

point of purchase packaging, sales promotions as well as outdoor marketing via billboards and bus shelters.

The Cadbury Marvellous Creations Facebook page features both promotions directly linked to Marvellous Creations through a 'Like' mechanic as well as updating consumers on price promotions at particular supermarkets. 

 

Sales promotions I have seen have been advertised in Woolworths catalogue featured both online as well as in Sydney metro newspapers as well as 7Eleven catalogues, which featured online as well as on point of purchase signage in store.

WOOLWORTHS SPECIALS

7ELEVEN SPECIALS

In addition to the Marvellous Creations advertising through TVCs, newspapers, social media and point of purchase, Cadbury has also integrated Marvellous Creations as part of the Joyville campaign onto outdoors advertising. Pictured below is an example of outdoor advertising on the side of a bus shelter. This form of advertising as well as the TVC is a form of mass media advertising, it is not segmenting their target audience but promoting on a large scale. 

Reference:http://www.campaignbrief.com/2012/05/marvellous-creations-is-the-ne.html