Kraft Foods’ Cadbury has rolled out a new campaign to promote the new Dairy Milk Bubbly. The launch of new aerated chocolate is worth £6 million and includes the introducing of Joyville, an imaginary land where chocolate is made. 

Photo: Cadbury Joyville fountain in Westfield Shopping Centre, London, from www.brandingmagazine.com

To launch the funny campaign that seems to be inspired by Willy Wonka and The Chocolate Factory, Cadbury has collaborated with the agency Fallon London. On of the video spot showcases Joyville’s hardworking laborers popping out from hidden places in order to deliver the new Dairy Milk Bubbly to the public. The other shows the Wonka-styled opening of the fountain.

The campaign was launched online on Google+ and a musical chocolate fountains in the Westfield Shopping Centre in London, The Bullring, Birmingham and Trafford Centre, Manchester are bringing the digital world to reality.

Joyville is being positioned as a magical place where Cadbury Dairy Milk is made, which lies just beneath the surface of our world. The campaign also includes TV, outdoor, PR, and experiential and digital activities.

Matthew Williams, Marketing Activation Director at Kraft Foods, comments: “Cadbury Dairy Milk has always been about delivering the nation their favourite chocolate with a sprinkling of joy. Joyville taps into the wonky 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.”