Please Read The Following Case Source From The Marketing Pat
Please Read The Following Case Source From The Marketing Pathfinder
Please read the following case (source from the Marketing Pathfinder, 2015, p. 220). “In 2007, for a new advertising campaign of the chocolate division of Cadbury Schweppes to rouse brand engagement, an agency, Fallon London, pitched the idea of a gorilla playing drums, to the Phil Collins hit “In the Air Tonight” as they wanted watching the advertisement to be as enjoyable as eating a bar of chocolate. The Gorilla advertisement took three months to produce, with the suit made of knotted yak hair and the facial features made of silicon, which was able to be moved electronically. The advertisement was a 90-second commercial, which could be broken down into 60-second and 30-second commercials.
The 90-second TV advertisement was launched on Friday, 31 August 2007 during the Big Brother show. It also appeared on billboards, print newspapers, magazines, cinema, event sponsorship, and on the company website. The advertisement spread via viral marketing with 500,000 hits on YouTube in the first week. By November 2007, the advertisement had been viewed six million times on video-sharing web hosts and 70 Facebook appreciation pages had been set up. The advertisement had become a cult hit, with spoofs and parodies being uploaded by the public.
The advertisement won many awards, including the coveted Film Grand Prix Lion at the Cannes Lions, 2008. By 2008, Dairy Milk had increased by 9%.†Please watch the Cadbury’s Gorilla advertisement on YouTube. Discussion Question. Describe what makes this advertisement so appealing and how it differs from a traditional advertisement. Do you think that Cadbury used integrated marketing communications well?
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Paper For Above instruction
The Cadbury Gorilla advertisement released in 2007 is widely regarded as a groundbreaking example of innovative marketing due to its distinctive blending of entertainment and brand messaging. Its appeal stems largely from its emotional resonance, entertainment value, and the strategic use of storytelling. Unlike traditional advertisements that typically focus on product features or direct calls to action, this ad emphasizes an unexpected, whimsical scenario—a gorilla playing drums to a classic Phil Collins track—creating a memorable emotional experience (Lambrecht & Michaud, 2019). This emotional storytelling evokes curiosity and joy, encouraging viewers to associate positive feelings with the Cadbury brand, thereby strengthening brand engagement.
The ad's unique appeal also lies in its high entertainment quotient; it transcended conventional advertising by being more akin to a short film. It lacked overt product placement or explicit sales messages, which is characteristic of traditional ads. Instead, it relied on ‘brand as entertainment,’ captivating viewers through humor and novelty, encouraging sharing via viral marketing; within weeks, it garnered millions of views on YouTube and numerous parodies, thereby amplifying its reach organically (Hennig-Thurau et al., 2010). Its widespread acclaim and awards demonstrate its effectiveness in capturing audience attention.
Regarding integrated marketing communications (IMC), Cadbury executed it effectively by leveraging multiple platforms—television, billboards, print media, online platforms, and sponsorships—to reinforce the campaign. The simultaneous use of traditional and digital media created a cohesive brand message that enhanced visibility and engagement across diverse channels. This multi-channel approach ensured the campaign reached a broad demographic spectrum and maximized its viral potential, illustrating a well-orchestrated IMC strategy that went beyond mere advertising and incorporated PR, digital, and experiential elements (Kitchen et al., 2014).
In conclusion, the Cadbury Gorilla ad stood out due to its entertainment value, emotional storytelling, and cross-channel integration. By evolving beyond traditional advertising methods and focusing on memorable storytelling combined with strategic media integration, Cadbury successfully crafted a campaign that not only increased sales but also elevated brand equity and consumer engagement.
References
Hennig-Thurau, T., Walsh, G., & Wiertz, C. (2010). Electronic word-of-mouth: Perspectives on the research trajectory. Journal of Interactive Marketing, 24(4), 268-277.
Kitchen, P. J., Brignell, J., Li, T., & Spickett, R. (2014). Marketing communications: Discovery, experimentation and reflection. Routledge.
Lambrecht, A., & Michaud, A. (2019). The role of emotional storytelling in viral marketing. Journal of Brand Management, 26(6), 615-629.