Cadbury’s new global brand campaign Joyville got underway with a big TVC about the secret chocolate ecosystem. And the local branch has launched the first New Zealand iteration of that campaign, something Cadbury's general manager of marketing Iaan Buchanan calls chapter one of a multi-chapter story that will be told this year.
The 3D chalk art affectionately known as the Choco-Coaster3000 ("part roller coaster, part chocolate accelerator") was created over a few days by two of Australasia's best chalk artists and is covered in hairspray to protect it from the elements. It will be on display by Silo 7 at Wynyard Quarter over the long weekend and it was launched this morning with the help a few kids and some live crosses from Breakfast weatherman Tamati Coffey.
Joyville will work across multiple platforms for Cadbury Dairy Milk for a long-term period in New Zealand, supporting both the core Dairy Milk brand as well as new product innovation. Cadbury's new Marvellous Creations product, which has already been launched overseas with an ad made by Saatchi & Saatchi Sydney, will be launched in New Zealand next month.
“The campaign is very visually joyful and playful in its spirit; from a marketing perspective consumers will be seeing a range of activities that will bring the Joyville story into their lives and amplify the joy that the brand brings," says Buchanan. “It builds on the fantastic Share the Joy campaign that last year brought giant sprinklers to our beaches and the beautiful Snow Globe to Auckland and Christchurch over Christmas."
Cadbury "significantly increased working media spend" in the brand last year and will continue to invest significantly in the Joyville concept to reach what he says are some "really ambitious goals".
Buchanan had a great run as the main marketing brain behind Frucor's V and saw it go from decline into major double digit growth. Of course, there was a very specific demographic to target but Cadbury is an all-together different beast because it is popular "from cradle to grave". This means coming up with ideas that appeal to everyone and that's a big marketing challenge. And while there are always some creative limitations when global campaigns are involved, he says the Joyville proposition "is a very fertile area" and offers a fantastic platform to leverage a global campaign in a way that we believe will resonate with the locals (for example, Buchanan says the UK led with the Bubbly ad, which he believes is the best of the Joyville bunch, but it hasn't been used in the New Zealand market yet as it's based around a UK relaunch. And it also toured a chocolate fountain around malls).
Added to that, he says the New Zealand arm still has autonomy—both in terms of its profit and loss and, as evidenced by Share the Joy, its marketing—and he says Cadbury's Kiwi agency DDB is working on two or three big, innovative ideas for the local market that will be launched this year.
He admits the brand has some big challenges ahead and one of his goals is to regain consumers' trust (before the palm-oil and shrinkage debacle of 2009, it was number one on the Readers Digest most trusted brands list, but it slipped down to 33). But things are certainly moving in the right direction and he says tracking results after Snow Globe showed a significant rise in brand health measures. And he's confident the Joyville platform and the business efficiencies brought in by Cadbury's relatively new owners Kraft (it's the second biggest food company in the world behind Nestle with a turnover of $50 billion, one third New Zealand's GDP) mean that this year's goal of transforming the business from "poor cousin to loved little brother" is achievable.
Advertising: Saatchi & Saatchi (Sydney)
Digital: RAPP Tribal