Cadbury launched Joyville Made which allowed customers to create their own one-of-a-kind Dairy Milk bar with the intention of giving it to a loved one. The Facebook app allowed customers to design the chocolate and packaging with messages, photos and artwork, which were delivered in beautiful authentic boxes.
To create a long term digital platform steeped in Cadbury Dairy Milk's creative platform, Joyville, that engages and involves consumers with the core product - in a way that only this iconic brand could deliver.
Through the Facebook app, customers personalise the chocolate bar and packaging with their own messages, artwork and photos. Prices are kept low which allow the service to be widely used for gifts.
Cadbury turned what could have been a straightforward gifting website into an immersive brand experience. From hearing about the service via an animated 'how to' video, to the creation of the bars online (where they added 'tips' and 'inspiration' and the ability to send a 'web card') to the final delivery of the package (bespoke, beautiful boxes with an authenticity certificate), every part of the process was designed to elicit positive feelings in the consumers who interacted with Cadbury.