Cadbury is to launch a £6 million campaign with Fallon to promote new Dairy Milk Bubbly, introducing Joyville.
According to LBB, Joyville first appeared with a giant magical musical chocolate fountain at London’s Westfield Shopping Centre at the end of January and is currently touring the country, with the above the lnie activity to begin tomorrow.
The campaign for the chocolate bar, which launched on Google+, will include TV, outdoor, PR, experiential, instore and digital.
The 60 second ad features Joyville workers popping up from secret portals, such as one behind a bike shed and a car-ramp in a football goalpost, to deliver Dairy Milk Bubbly to the public.
Matthew Williams, marketing activation director at Kraft Foods, said: “Cadbury Dairy Milk has always been about delivering the nation their favourite chocolate with a sprinkling of joy. Joyville taps into the magic of the brand, creating a place that can live in people’s imagination with endless possibility. We are very excited about bringing it life.”