Joyville

JoyvilleFallon and Cadbury’s Dairy Milk

Cadbury’s Dairy Milk

Core Brand Values• Generosity• Playfulness• Optimism• Pioneering Spirit

1. Creating the myth

JOY – important brand element

2. Building on success

Glass and a Half Full ProductionsMetaphor for feeling

Gorilla

Watch video http://www.youtube.com/watch?v=TnzFRV1LwIo

Eyebrows

Watch the video: http://www.youtube.com/watch?v=TVblWq3tDwY

3. Everything at once

6 months£6million budget

Global launch

4. Magic Realism

Getting the myth Experiential activity in real world

5. Combining Qualities

Unique, Distinctive, Quirky

Fruit and Nut ad 1975

http://www.youtube.com/watch?v=PJMAVfkI0io

6. Past Glory

Inspired by classic mythologies and history of Bournville

7. Storytelling

Inspired by classic mythologies and history of Bournville

Reference to classic branding

8. The colour purple

Trademarked Pantone 2685C

Welcome to Joyville

Launch advert: http://www.youtube.com/watch?v=SHbUvdPEgOU

8. Experience

The chocolate fountain

The Chocolate Fountain

Watch video: http://www.youtube.com/watch?v=yJJV5FecYk0&list=PL0E65A73463B0B3E8&index=2

Not so secret secret

http://www.youtube.com/watch?v=aAymavc19Zs

Tasting ritual

http://www.youtube.com/watch?v=Tv_yDzp18rs

Great Chocolate Mixionary

http://www.youtube.com/watch?v=Y-n_BLOR7Vc