We were inspired by myths, stories and legends – concepts such as Father Christmas, the Tooth Fairy, or the Easter Bunny, childhood tales that had some bearing on the real world; they are used to explain things, to suggest a more a magical world running in parallel to ours, but (most of the time) just out of sight.

Joyville was born: the magical and mythical place where Cadbury Dairy Milk is made, a place full of wonder and delight, with a cast of colourful characters, that sometimes bubbles over into our world, surprising and spreading joy in the way only chocolate can.

Joyville was born – the magical and mythical place where Cadbury Dairy Milk is made. A place full of wonder and delight, with a cast of colourful characters, that sometimes bubbles over into our world, surprising and spreading joy in the way only chocolate can.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. The above the line activity kicks off 3rd February with a TV spot launching new Cadbury Dairy Milk Bubbly and is part of a new campaign, that included TV, outdoor, PR, experiential, instore and digital that will give viewers a further glimpse of Joyville.

So far, this is on track to be the biggest launch in tablets in 5 years:- £6.6m worth sold in 12 weeks (+£2.7m ahead of target)- Bubbly has driven a 4.2ppt share gain for Total CDM- Has both grown the category and bought in 1m new consumers to chocolate tablets