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Throwback Thursday: Celebrating the Iconic Cadbury Gorilla Ad 🦍 When we think about marketing legends, it's impossible to overlook the epic Cadbury UK Dairy Milk Gorilla ad from 2007. It was an ad that was as enjoyable as eating a chocolate bar. This classic campaign, featuring a gorilla drumming to Phil Collins' "In the Air Tonight," was more than just entertaining—it was a game-changer for Cadbury. 🌟 IMPACT ON SALES: The ad played a crucial role in revitalizing Cadbury's brand image following a challenging period. It drove a remarkable 10% increase in sales, underscoring the power of creative advertising in boosting brand performance. 🎯 MEMORABLE AND EFFECTIVE: Even without featuring chocolate, the ad left a lasting impression, with 76% of viewers recalling it was for Cadbury a decade later. This highlights the importance of creating memorable content that resonates with audiences long after the campaign ends. 🔍 STRATEGIC LESSONS: The Gorilla ad’s success demonstrates the effectiveness of aligning brand messaging with compelling storytelling. It reminds us that powerful, emotive ads can transcend traditional marketing tactics and drive substantial business results. At Ascenda Brand Marketing, we believe in crafting campaigns that not only capture attention but also drive meaningful engagement and results. Let's continue to push the boundaries of creativity and strategic thinking in our marketing efforts! #throwbackthursday #tbt #retroads #cadburygorilla #dairymilk #advertising #marketing #marketingstrategy #marketingexperts #marketingagency #ascendamarketing

Let's Talk About Today Cadbury Gorilla Marketing Advertising Campaign and Why this Advertisement is so Powerful in Worldwide.. 🚀Cadbury Gorilla Marketing Strategy: A Masterclass in Creative Advertising 🚀 In 2007, Cadbury launched an advertisement that would go down in marketing history—the Gorilla ad. Here’s a deep dive into its success, supported by facts and figures: 🎥 Innovative Content: The ad featured a gorilla playing the drums to Phil Collins' "In the Air Tonight." This unique concept captured attention immediately. 💰 Investment: Cadbury invested 6.2 million in the campaign, a significant budget that underscored their confidence in the creative direction. 🔊 Impactful Reach: 👉 YouTube Views: The ad quickly went viral, amassing over 500,000 views in its 👉 first week. Awards: It won numerous accolades, including a Grand Prix at the Cannes Lions International Advertising Festival in 2008. 📈 Business Results: 👉 Sales Increase: Following the campaign, Cadbury reported a 9% increase in sales, translating to an additional 25 million in revenue. 👉 Market Share: The brand saw a 20% boost in market share during the campaign period. 💡 Brand Metrics: 👉 Brand Love: Consumer sentiment analysis revealed a significant uptick in positive brand perception, with brand love scores increasing by 10%. 👉 Recall Rate: The ad achieved a remarkable ad recall rate of 92%, making it one of the most memorable campaigns of its time. 🌟 Long-Term Impact: Beyond immediate results, the Gorilla ad cemented Cadbury's reputation for innovative and emotionally resonant advertising. It showcased the power of creativity in driving brand success. Cadbury's Gorilla campaign is a brilliant reminder of how daring to be different can lead to extraordinary success. It’s a shining example of how combining creativity with strategic investment can yield impressive results. #MarketingStrategy #CreativeAdvertising #CadburyGorilla #BrandSuccess #ViralMarketing #BusinessGrowth #InnovationInAdvertising #MarketingInspiration #AdvertisingExcellence #Marketing #sales #advertisement #innovation #future #futurism #startup #creativity #business #gorillamarketing #socialmedia #interview #education #india #cadbury

Don’t chop the carrot! 🥕 Why consistency is key in this year’s standout Christmas ads 🎅🏻 According to Kantar, brands such as Aldi and Cadbury are reaping the rewards of committing to the same concept year on year and consumers aren’t getting bored of it. Why? When brands commit to a consistent, long-term campaign, they create more than just recognition – they build emotional connections that resonate deeply with consumers. Campaigns such as Aldi’s ‘Kevin the Carrot,’ introduced nine years ago, and Cadbury’s ‘Secret Santa,’ running since 2018, have become ingrained in the cultural zeitgeist, earning a place in consumers’ minds and hearts. “A good brand platform establishes and consolidates what makes the brand different from the alternatives. It plays a powerful role in shaping what a brand becomes famous for – both through the idea itself and consistent use of branded elements,” explains Kantar’s head of creative excellence, Lynne Deason. https://lnkd.in/eBkGrXd2

I love this time of year and the insights we gather on the predicted (and actual) effectiveness of the Christmas ads. Working as a team with all the creative experts at Kantar (you know who you are) is a dream role. Plus, seeing the creativity, effort and passion of all our clients, agencies and execs working on the campaigns. Lynne Deason is then the star at the top of the tree as she spreads the Christmas cheer beyond the walls of LI and Kantar. The article below is a (Christmas) cracker, but watch this space and follow #KantarChristmasAds to read more! #KantarChristmasAds #ChristmasAds #Advertising #KantarMarketplace Lynne Deason Kate Pilling Helen Pearson Leonie Gates-Sumner Sarah Hazelwood Dom Boyd ⚡️

OOH Magic? More like storytelling on a grand scale. Cadbury's most recent campaign isn't just standing out because of the creativity, but more for its sheer brilliance. 𝗠𝗶𝗰𝗿𝗼 𝗦𝗰𝗮𝗹𝗲, 𝗠𝗮𝗰𝗿𝗼 𝗜𝗺𝗽𝗮𝗰𝘁: Mini billboards supported by massive reach through a social first approach. It's how they turned size into an advantage. 𝗦𝗲𝗮𝘀𝗼𝗻𝗮𝗹 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝘁: By aligning the campaign launch with Easter, they've positioned Mini Eggs as an Easter essential. 𝗦𝗶𝗺𝗽𝗹𝗶𝗰𝗶𝘁𝘆: It's the little things that count. Cadbury shows that detail in design speaks volumes. This campaign isn't just advertising, it's storytelling at its finest. https://lnkd.in/gxcSjgHv

How to get people to remember your brand (by doing less) 💡 Remember the feeling you get when your favourite Netflix season leaves you on a cliffhanger and you just can't stop thinking about what's going to happen next? Or when you're reading a book, tired beyond belief, yet you keep reading one chapter after another? Campaigns like Tesco's recent OOH that made people think by leaving their logo unfinished, or showing only part of a brand asset or message, have hit our LinkedIn feeds recently. And for good reason — they're getting noticed and being remembered. This is all due to the Zeigarnik Effect or, much more easy to pronounce and remember: the Cliffhanger Effect. ✅ Tesco, and their logo replaced with foods ✅ Kraft Heinz – It has to be... ✅ McDonald's, you know who (and where) we are ✅ Coca-Cola's invisible bottle ✅ Bri... and their close up airplane windows Mark Ritson called Tesco's outing "brand building at its finest". And I couldn't agree more. Campaigns like these also have the added behavioural benefit of increasing perceived premium-ness (that is totally a word) due to Effort Justification and the Fluency Disfluency Effect — essentially fancy ways of saying when we invest effort in something we value it more, and ditto when information is slightly harder to process. The examples given here are all for huge brands, but can it work for smaller brands? I would argue it absolutely can, but with a caveat; as smaller brands and marketing teams we need to be more intelligent about *how* we apply it. We need to make messaging and the written word work harder to grab and keep attention, and the Zeigarnik Effect is a great way of doing this. #branding #bsforbrands P.S. Don't shoot the mess—

Well, I guess there was a good reason I very much liked the Cadbury’s Xmas Santa ad I saw in Waterloo this week. :-) Consistency of Xmas campaign used over the years and what the brand stands for is at the heart of the campaign idea, while building on exiting consumer behaviour (seasonal gifting, Secret Santa). #marketing #christmascampaign #brandbuilding

The ad that taught how to crack a good joke…and a good sale This #WorldLaughterDay, revisiting an iconic ad which laughed its way into consumers’ heart and their wallet. Can a brand promote a bizarre product with an equally bizarre communication? As bizarre as it may sound, this is exactly what Perfetti Van Melle set out to achieve in early 2000 in India. The year was 2002. Perfetti Van Melle planned to disrupt the Indian Gums & candies market with a new product. At a time when Indian consumers were used to sweet chewing gums, Perfetti Van Melle launched a Sour flavored, liquid-filled chewing gum. The product aptly named – Center Shock. The brand was confident that it had a winner in hand. A product which would introduce Indian consumers to an exciting & unexpected ‘shocking’ consumption experience. It was also the time when sour flavours were gaining ground worldwide. The challenge however was – How to introduce this first-in-category product to consumers? How to communicate this bizarre product experience in an equally bizarre fashion and yet create appeal? Armed with these objectives, the brand briefed the agency. A simple brief – A funny ad which captures the essence of the brand and delivers to the product proposition – shockingly different. What followed truly did justice to the product and to the brief. An ad which had everyone going after the – hila ke rakh de’ experience. So much was the demand for the product after the communication that the production line for Center Shock had to be increased multiple times!!! The Barber ad worked because it did not stick to the norm of the times – much like the product which it was promoting. The anticipation of what will happen in the end not only kept the audience glued till the end but also deftly communicated the sort of experience to expect from the product. As much as the ad was a great joke told, it was also unabashedly an ad. And there lies the greatest lesson this ad imparts – In the zeal to communicate a relatable story, marketers should not lose sight of an equally important objective of the communication – to sell a product. Fun fact: Such was the impact of the Center Shock barber ad that this made-in-India ad was adapted by Perfetti Van Melle for Chinese market Link to the ad in comments section #IconicAds #IconicBrands #Marketing #BrandManagement #Advertising #PFM #CenterShock #WorldLaughterDay ----------------------- I write regularly about Consumer Behaviour I Brands I Marketing. Follow Srinivas Seshadri to learn something new about Brands & Consumers.

My Learnings in Brand Management (24/?) Ever heard of Branded House vs House of Brands? 🏠 🔹 Branded House: The parent brand shines across all businesses. Think Google—whether it’s Search, Maps, or Gmail, it’s all under one powerful name. 🔹 House of Brands: Each brand is its own hero. P&G does this with Tide, Gillette, and Pampers, each uniquely catering to different audiences. 🔹 Hybrid Strategy: A blend of both! Coca-Cola is a great example—while it promotes its iconic Coca-Cola brand, it keeps other drinks like Sprite and Fanta distinct yet connected. 🥤 Each strategy has its perks, but the choice depends on the brand’s goals and the audience they want to woo! #BrandStrategy #BrandedHouse #HouseOfBrands #MarketingMadeFun

The Power of Brand Consistency: Lessons from a Pepsi Rebranding Awareness Campaign🌟 I stumbled upon a post on LinkedIn with the details you are about to read—a struggle between a Pepsi seller and a potential buyer. 🥤 The writer shared: "She recently witnessed a fascinating encounter that vividly illustrates the profound impact of brand consistency. In a bustling Danfo Bus, a street hawker offered a passenger a Pepsi Myanmar bottle. What happened next left me contemplating the essence of effective branding. To everyone's surprise, the passenger declined the new Pepsi bottle. Her reason? It wasn't the Pepsi she knew. In her mind, the familiar shape and design of the old Pepsi bottle had become synonymous with authenticity. The new packaging, despite being genuine, sparked scepticism and debate among the passengers. What struck her most was the intensity of her conviction. She wasn't just rejecting a drink; she was defending her trust in a brand she had grown to rely on. As she debated with fellow passengers, it became clear how deeply ingrained brand perceptions can influence consumer behaviour." This experience underscores a crucial lesson for marketers and businesses alike. Consistency in branding isn't merely about aesthetics; it's about nurturing trust and familiarity. A brand's visual identity isn't just a design—it's a promise. It's the assurance that consumers recognize and depend on. In a world inundated with choices, brand consistency becomes a beacon of reliability. It's what sets apart a product on the shelf and influences purchasing decisions in everyday scenarios, even in the confines of a bustling bus. As we navigate the dynamic landscape of marketing and branding, let's remember the power of these seemingly small details. They have the potential to shape perceptions, build loyalty, and ultimately drive business success.🚀 If you are seeing my post for the first time, kindly connect with me OLAYEMO SEGUN - Digital Marketer/SEO Expert/Web Dev. #BrandConsistency #MarketingStrategy #ConsumerBehavior #BusinessSuccess #BrandIdentity #PepsiRebranding #LinkedInSuccessSuiteByChinelo #EngB