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Cadbury – How a drumming gorilla beat a path back to profitable growth: a real-time effectiveness case study
Magali Barreyat-Baron and Rachel Barrie, Institute of Practitioners in Advertising, IPA Effectiveness Awards 2008
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.
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. Investigation into declining penetration also highlighted a lack of relevance with younger consumers. The traditional advertising model for Cadbury was based on persuasion, communicating the superiority of the product. In an effort to reassert Cadbury's authority and presence, a new campaign idea aimed to reflect the fact that people love chocolate because of the pleasure it brings them. The company formed "Glass and a Half Productions", and launched a campaign featuring a drumming "Gorilla". After three weeks of being on air, the Gorilla campaign had achieved 38% coverage and 60% recognition. It received ten million hits on YouTube, with hundreds of people releasing their own remixes and spin-offs. Value sales of Dairy Milk increased by 5.0% year on year in the month "Gorilla" broke in contrast to the first half of the year, when sales had been declining by 7%. It also delivered a 5% margin improvement.
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