Cadbury Dairy Milk 'Helium Bubbly' by Fallon

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Cadbury launched an April Fools' campaign for its Dairy Milk Bubbly bar "made with helium".

Two videos, a video blog about the product and "amateur" footage of the floating bar were released and seeded via the Cadbury social community. Digital posters featuring the "new" bar appeared at national rail stations.

The activity forms part of the "Joyville" campaign.

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Released: 01 April 2012

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Cadbury 'joyville' by Fallon

Cadbury 'joyville' by Fallon

In a move away from its previous "Glass and a Half Full Productions" work, Cadbury Dairy Milk is launching a new long-term communications platform called Joyville, created by Fallon.