Cadbury Dairy Milk set the wheels of its global “Welcome to Joyville” platform in motion earlier this year in the UK and since then, eight markets have been introduced to the brand’s ten-year communications platform.
Canada is the ninth global market on the list and the brand is communicating the new direction with a TV spot airing on conventional channels during female-targeted shows.
Why introduce the platform to Canadians now? Because there are two new Dairy Milk creations on shelves this month (Cookie Crunch and Salty Caramelized Peanut) which provided an opportune time for the launch, Laura Henderson, senior brand manager, Cadbury Dairy Milk and Toblerone, tells MiC.
During the new Canada-only “Piñata” spot – with creative by Ogilvy, planning handled by Jungle Media and purchasing by MediaVest – the two new bars are being held in a giant, purple floating piñata placed in the middle of a street by residents of “Joyville” (where the secret ingredient of Cadbury Milk chocolate is joy).
Until the end of the year, the 30-second commercial will air during shows such as Ellen, Project Runway, The Amazing Race and The X Factor. A longer 60-second version of the creative will air selectively during top programming and can be viewed on YouTube and Facebook, notes Henderson. The target audience for the campaign is women in their early- to mid-30s, she adds.
“We’re engaging our consumer in a more emotional way by appealing to her inner child,” she says of the whimsical creative. “We have fun making Cadbury Dairy Milk and that should be reflected in the way we talk about it.”
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