A Case Study on Cadbury’s Gorilla Brand Campaign

The Cadbury Gorilla Brand Campaign, launched in 2007, is a notable example of a unique and highly effective marketing strategy. The campaign featured a 90-second commercial that depicted a gorilla playing the drums to Phil Collins’ hit song “In the Air Tonight.” The ad begins with a close-up of the gorilla’s face, gradually zooming out to reveal the animal sitting at a drum kit. As the drum solo begins, the gorilla passionately plays along, showcasing intense emotion and skill. The advert concludes with the simple message, “A glass and a half full of joy,” followed by the Cadbury logo.

Campaign Execution of Cadbury Gorilla Brand Campaign

The execution of the Cadbury Gorilla Brand Campaign is widely regarded as a prime example of innovative and effective advertising. Here’s a comprehensive breakdown of how the campaign was brought to life, from concept to results:

Concept and Creation:

• Agency Involvement: The campaign was developed by Fallon London, an agency known for its bold and creative approaches.
• Creative Leadership: Juan Cabral, a renowned creative director, led the project. His vision was to break away from traditional chocolate advertising and create something unexpected that would evoke joy.
• Core Idea: The idea was to create an ad that was both surprising and emotionally engaging. The concept centered around a gorilla playing the drums to the iconic song “In the Air Tonight” by Phil Collins. This choice was designed to generate an emotional response and create a memorable experience for viewers.

Production Details:

• Filming: The commercial was shot over a few days, with meticulous attention to detail to ensure the gorilla’s movements were lifelike and engaging.
• Special Effects and Suit Design: The gorilla suit was designed by Stan Winston Studio, a leader in special effects and animatronics. Actor Garon Michael, who wore the suit, trained extensively to mimic the gorilla’s movements convincingly.
• Music Synchronization: The use of Phil Collins’ song was crucial. The drum solo was perfectly timed with the gorilla’s performance, creating a powerful and emotional climax in the ad.

Launch and Distribution Strategy:

• Initial Airing: The ad first aired on September 10, 2007, during a prime-time slot on British television. This strategic timing ensured a wide audience.
• Cinematic Release: To further increase reach, the ad was also shown in cinemas, capitalizing on the immersive experience of the big screen.
• Online Platforms: Recognizing the potential of viral marketing, Cadbury uploaded the ad to YouTube and other social media platforms. The ad’s unique and humorous nature quickly captured online attention, leading to widespread sharing and discussion.

Supporting PR and Buzz:

• Media Coverage: The ad generated significant media buzz due to its unconventional approach. News outlets, magazines, and online publications covered the campaign extensively, adding to its visibility.
• Public Engagement: Cadbury supported the campaign with PR activities that encouraged public engagement. This included press releases, interviews, and behind-the-scenes content that provided insights into the making of the ad.

Engagement and Interactive Elements:

• User-Generated Content: The success of the ad led to several spin-offs and user-generated content. Cadbury encouraged fans to create their own versions of the gorilla ad, fostering a sense of community and participation.
• Merchandising: The popularity of the gorilla character prompted Cadbury to produce related merchandise, further embedding the campaign in popular culture.

The Cadbury Gorilla Brand Campaign is a landmark in advertising, providing valuable insights into the power of creative and emotional marketing. Here is an in-depth analysis of the campaign’s key elements, impact, and lessons learned.

Key Elements of Cadbury Gorilla Brand Campaign

Creativity and Innovation:

• • Unconventional Approach: The campaign broke away from traditional chocolate advertising, which typically focuses on product attributes or consumption moments. Instead, it used an unexpected and humorous scenario involving a gorilla playing the drums.
  • Emotional Engagement: By leveraging Phil Collins’ iconic song “In the Air Tonight,” the ad created a strong emotional connection with viewers. Music played a crucial role in evoking nostalgia and joy.

Strategic Execution:

• • High-Quality Production: The use of a realistic gorilla suit and expert performance added authenticity and intrigue, making the ad more engaging.
  • Multi-Channel Distribution: The ad was strategically launched across television, cinemas, and online platforms, maximizing reach and impact.

Memorable Branding:

• • Minimal Branding: The ad only revealed the Cadbury logo at the end, creating curiosity and making the brand association more impactful. This minimalist approach kept the focus on the emotional experience rather than overt product placement.

Impact and Results

Sales and Market Share:

• • The campaign led to a significant increase in sales, with reports of a double-digit percentage growth in the months following its launch. This demonstrated the effectiveness of emotional and engaging advertising in driving consumer purchases.

Brand Perception and Loyalty:

• • Positive Brand Image: The ad refreshed Cadbury’s brand image, making it appear more innovative, fun, and emotionally resonant. Consumers associated the brand with joy and pleasure, aligning with Cadbury’s core values.
  • Increased Brand Loyalty: The strong emotional connection fostered by the campaign helped in building long-term brand loyalty. Consumers were more likely to remember and prefer Cadbury products.

Viral and Cultural Impact:

• • Viral Success: The ad’s unique and unexpected nature made it a viral hit on social media, leading to widespread sharing and discussion. This organic reach amplified the campaign’s impact without additional advertising spend.
  • Cultural Resonance: The gorilla character and the use of Phil Collins’ song became cultural touchstones, referenced and parodied in various media, further embedding the campaign in popular culture.

Industry Recognition:

• • The campaign won numerous awards, including the Grand Prix at the Cannes Lions International Advertising Festival. This recognition validated the campaign’s creative approach and its effectiveness in achieving marketing objectives.

Lessons Learned

Embrace Creativity:

• • The success of the Cadbury Gorilla Campaign underscores the importance of creativity in advertising. Breaking away from traditional approaches and taking risks can lead to highly memorable and effective campaigns.

Emotional Connection:

• • Creating an emotional connection with the audience is crucial. Music, humor, and surprise elements can significantly enhance the emotional impact of an ad, making it more engaging and memorable.

Strategic Branding:

• • Minimal and strategic use of branding can be more effective than overt product placement. Allowing the emotional experience to take center stage can create a stronger association with the brand.

Multi-Channel Approach:

• • Distributing the campaign across multiple channels ensures maximum reach and engagement. Leveraging both traditional and digital media can amplify the campaign’s impact.