As the latest digital effort in Cadbury's Joyville campaign, the chocolate brand is asking social media users to invent a new word to define the taste of Cadbury Dairy Milk and win a job as a "Joyville Taster".
In a campaign devised by digital agency Hypernaked, consumers are invited to visit Cadbury's Facebook page and enter their word into the "Great Chocolate Mixionary", or on Twitter by including the hash tag #JoyvilleTaster. The winner also gets to design
their own Cadbury Dairy Milk bar, as well as having a first taste of all new Cadbury chocolate before it hits the shelves, and a personal supply of chocolate.
A live version of the Great Chocolate Mixionary machine, which turns people's descriptions into a giant, chocolatey waterfall of words, is on display at the Cadbury World theme park until 2nd March.