Candy brand Cadbury Dairy Milk will begin a new marketing initiative today involving a group of 50 employees which the firm has dubbed "The Joy Department." According to the company, the group will work to make Dairy Milk as "joyful, fun and yummy as possible for chocolate lovers." The department will set the approach for the brand and its marketing communications, including television, public relations and social media. The group's first efforts have been in support of the launch of three new flavours: Pretzel & Peanut Butter, Toasted Coconut & Cashews, and Honey Roasted Cashews & Hazelnuts. Two television commercials for these products will break today. The creative features the Joy Department and its role in developing the flavours. The campaign was developed by Ogilvy, Edelman, Rocket XL, MediaVest and Jungle Media.