Cadbury – How a drumming gorilla beat a path back to profitable growth: a real-time effectiveness case study

Magali Barreyat-Baron and Rachel Barrie

At the start of 2007, Dairy Milk was entering its third year of decline. The traditional levers for fmcg growth - range extension and promotion - were at saturation point.
Agency: FallonAuthors: Magali Barreyat-Baron and Rachel Barrie

Cadbury – How a drumming gorilla beat a path back to profitable growth: a real-time effectiveness case study

SUMMARY

“In China, 2007 was the year of the pig but at Cadbury Schweppes it was the year of the gorilla” - Todd Stitzer, CEO, Cadbury Schweppes, presenting preliminary 2007 results to the City, 19th February 2008

Contrary to some industry speculation, there was nothing random about a drumming simian's connection to Cadbury chocolate. The gorilla was in fact business strategy brought to life. A new communications model which challenges...

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