Primate Boosts Cadbury Profits

13 December 2007

LONDON: Confectionery and soft drinks group Cadbury Schweppes has raised its sales and profits forecasts for 2007, thanks (largely) to the unlikely combo of a man in a gorilla-suit, a drum kit and Phil Collins' song In the Air Tonight.

The company estimates that sales of its Dairy Milk brand have increased by around 8% since the launch of the 'Gorilla' ad campaign at the end of August, and expects its overall confectionery sales to reach the 'top end' of its 4%–6% target, resulting in improved profits.

The ad - backed by the tagline 'a glass and a half full of joy' - was created by Fallon London, and debuted on TV during the final of 'reality' show Big Brother after arousing considerable viral interest on sites such as YouTube.

Cadbury chief executive Todd Stitzer said the company had managed to provide investors with "much clearer proof that our performance warrants a favourable view".

He also praised the advertising campaign, which demonstrated the pleasure of eating chocolate "without being obvious about it".

Stitzer expects the UK confectionery market to grow by 7% this year, and Cadbury has relaunched its Wispa brand after a campaign on Facebook pressed for its reintroduction.

It has not, however, recovered the market share it enjoyed before a product recall last year, triggered by fears that some chocolate bars had been contaminated by salmonella, and resulting in missed 2006 profit targets.

Data sourced from Financial Times; additional content by WARC staff