Cadbury’s ‘Gorilla’ has without question been the most talked about ad of the year.
For the confectioner it saw it a complete turnaround in it’s marketing approach.
Instead of delivering a purely functional message such as, “Our chocolate is yummy. Eat it”, they went for something completely leftfield with a drumming gorilla, created by Fallon and tapping into the emotional equity of consumers.
Here Planning Director at Fallon, Laurence Green, and Marketing Director GB & I, Cadbury Schweppes Rumbol, explain why they took the approach they did and how its paid off
Click on the link below to read ‘Challenging and reinventing traditional marketing disciplines in the digital era’ in full.
This was presented at the recent Media Guardian Changing Advertising Summit where UTalkMarketing was a media sponsor.
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