Joyville was the innovation by Cadbury’s new global campaign that has been developed in Sydney by Saatchi and Saatchi. Joyville was created to promote the brand name as also the extended product range. According to Band.T.com.au (2013) the strategy used behind the Joyville campaign was to bring the product back into the centre of marketing experience and as well as increase sales and share objectives. The tangible and non-tangible benefits that are displayed through advertising uses the purple identity emphasising the joy through residents of Joyville. Joyville is always inventing new ways of making chocolate, in unexpected flavours and in unique and wonderful shapes.
2. History of Cadbury and its Uniqueness (200)
John Cadbury business merged with Fry in England, 1919. The company was expanded overseas with a factory being built in Australia. In 1922, Cadbury, Fry and the sugars of Pascall established an Australian company named Cadbury-Fry and Pascall.
Tasmania was the location of the factory site as it was close to Hobart that had cheap hydro-electricity and a mass supply of milk.
During 1939 – 1945 Cadbury sent out a special formula chocolate bar that didn’t melt out to the Australian Armed Forces.
Due to the high demands the Claremont factory worked 24 hours to try and match supply. This was not always the case at home.
In 1967, Cadbury gained Mac Robertson Chocolates (confectionary manufacturer). Due to the move, Ringwood in Melbourne became a major factory bringing a range of unique brands such as Cherry Ripe, Crunchie and Freddo Frog.
Again in 1969 Cadbury merged with Schweppes that created the Cadbury Schweppes title.
The 1980’s bought Cadbury to expand their range such as After Dinner Mints, the company when merging with Red Tulip Company and also their brand as advertisements starring Pro. Miller demonstrated household experiments. In 2009 the Schweppes became privatized and separated from Cadbury. A new era was created