In September 2012, Cadbury made the decision to change the shape of the bar chunks to a more circular shape in order to reduce the weight. The bar had not seen such a significant change in shape since 1905.
Cadbury had a trademark in the United Kingdom for the distinctive purple (Pantone 2865C) it uses on the wrappers of its milk chocolate bars, [4] though an appeal by Nestlésucceeded in October 2013 in overturning that court ruling.
The 2012 campaign focuses on an 'organisation made to bring joy to people'. Chocolate fountains were put in shopping centres such as Westfield London and the first ad focused on the relaunch of Dairy Milk Bubbly. During the campaign in 2012, Cadbury Dairy Milk was launched in new flavours such as Toffee Popcorn, Golden Biscuit Crunch, an exclusive to Sainsburys, Nutty Caramel and also Cadbury Dairy Milk with Oreo. Along with the new flavours, Cadbury also launched two new Bubbly bars including a mini version and a Mint Bubbly ("now, it's gone all minty!").[citation needed] Cadbury has also launched Crispello and most recently launched "Marvellous Creations" in the UK. In addition, Cadbury also brought the Joyville concept into Asia, where Singapore Bloggers were invited to join in and spread the love.[13]
In 2014 Joyville was replaced with the "Free The Joy"