18th
The Cadbury Gorilla Campaign
As some of you guys might know, Cadbury, in an attempt to revitalise the Cadbury Dairy Milk brand, launched the ‘Cadbury Gorilla Campaign’ (http://uk.youtube.com/watch?v=iKdQC-hbY7k). It was deemed a great success in the UK, with a significant uplift in product sales.
What’s worth making a note of is the number of spoofs and remakes that this campaign generated on YouTube. Here’s one example (http://uk.youtube.com/watch?v=_gRtq2-gziI&feature=related). Some were good, some not so good, but what’s interesting is that one of the Cadbury Brand Managers who came in as a guest speaker actually said that the company was thrilled by the fact that consumers were actually engaging and ‘having fun’ with the brand, and, in fact, the company might have generated some of the spoofs themselves!
