Everyone’s talking about….

It’ back! The Cadbury’s Gorilla has returned to our screens. The beast this time is drumming along to a bit of Bonnie Tyler!?! Does this scream desperation following the massive success of the Phil Collins version – which was totally genius…

The ad was such a massive hit last year, engaging consumers of a wide range in demographic. The ad saw huge levels of interest with it being viewed on YouTube – half a million plus and hundreds of remixed versions being posted online. 68 Facebook groups set up, and the Phil Collins‘ hit ‘In The Air Tonight’ made a hit second time around in the UK Top 40 singles chart.

The TV campaign was supported by press and magazine pieces and cinema spots. Sales of Dairy Milk went up by 9% during the gorilla’s twelve week reign.

So what makes these ads successful? They are fun and broad, capturing consumers imagination and allowing the consumers to deliver a MCB viral campaign through the use of online portals such as YouTube and Facebook, allowing high levels of brand engagement.  It just highlights the need to get people talking if you want them to identify and connect with your brand.

I’m not convinced it will be as powerful second time around, the first was the surprise element that worked so well, the random connection between Gorilla and brand. Second time around, consumers may well expect something more to have moved on than the music. The results will reveal the truth. In the meantime, I’m off to get some Dairy Milk….

See the two below:

Gorilla – original
Gorilla – new

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