Mondelez has replaced its Joyville Cadbury campaign with a focus on human kindness, six years into a planned 10-year strategy.
The brand introduced Joyville in 2012, but the latest shift indicates it didn’t have the success the band had envisaged, reports AdNews.
A new global ad campaign, developed in the UK by VCCP, sees the brand move towards everyday kindness.
The brand is also going back to its roots with its use of the ‘Glass and a Half’ message.
A post on the VCCP website says: "The new positioning shines a light on the kindness and generosity that we see in society every day and facilitates moments of real human connection.
"The first creative under the new global brand platform is centred on the nation’s favourite chocolate, Cadbury Dairy Milk, and sees the brand embrace an authentic and caring approach, capturing the spirit of the nation in a way that individual consumers can relate to.”
