The newest addition of Cadbury’s Marvellous Creations range will only be sold at Woolworths as part of a partnership between the chocolate brand and supermarket. The campaign for Cadbury Dairy Milk Marvellous Creations Banana Candy, Peanut Drops and Choc Biscuit will also allow consumers to vote for it to keep it on the shelves.
The launch of the new product will be be supported by a TVC and a campaign encompassing TV, PR, out of home, point of sale and digital. The campaign, conceived by Saatchi & Saatchi Sydney, asks chocolate lovers to get involved and vote on whether the new creation should stay on shelves or not.
The 15-second TVC will air nationally on 10 July and features the ‘Joymobile’ driving down a winding country road before the driver hits a purple button on the dashboard and a mysterious box gently slides out the back door and is left behind on the road. Next, a Woolworths truck pulls up and the driver hops out to investigate the mysterious package – as he opens it, a purple light illuminates his awe struck face as the joyful contents are revealed.
Voters will be directed to the Joyville Facebook game, created by Visual Jazz Isobar, where a Joyville chef is standing on a trampoline ready for launch and a ‘yes’ or ‘no’ button sits underneath with a meter that registers the users built up clicks. As the meter fills up, the chef will bounce higher and higher until being launched into the sky and taking a joyful journey to land at his final destination, depending on which way the user has voted. The results will be revealed on 7 August.
Ben Wicks, general manager marketing chocolate for Cadbury Dairy Milk, says he is excited by the new campaign which demonstrates the power of customer collaboration and cross-platform innovation.
“We are proud to be working with Woolworths on a market-leading campaign that creatively weaves the Joyville story with the Woolworths fresh food people messaging to deliver a TVC and 360-degree campaign that is quirky, playful and unique. We are confident our customers will absolutely love this new Marvellous Creations product and vote to keep it as part of the range permanently,” he says.