|Agency: Fallon||Authors: Magali Barreyat-Baron and Rachel Barrie|
Cadbury – How a drumming gorilla beat a path back to profitable growth: a real-time effectiveness case study
“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 traditional advertising theory was born out of the need for a more profitable business model.