Case Study: Cadbury Gorilla
Client: Cadbury
Agency: Fallon
Award: Black & Yellow Pencils, TV & Cinema Advertising, D&AD Awards 2008
Cadbury Dairy Milk has been around for over a century and is nothing short of a national treasure, enjoyed by young and old alike. But no brand, no matter how popular, comfortable or comforting, can ever afford to stand still. ‘We sensed from all the research we were doing that, although people were still talking about their love for Dairy Milk, it felt a bit passive,’ explains Lee Rolston, Cadbury’s director of marketing for block chocolate and beverages.
‘It’s a bit like the comfy sweater you keep at the back of the wardrobe that you’ll never throw out but you start wearing less and less.’ Keen to reinvigorate the brand, Cadbury approached Fallon London in March 2007 with a clear, concise brief: ‘Get the love back’. The resulting Cadbury Gorilla TV advertising campaign cleaned up at numerous international advertising and design awards and secured itself both a D&AD Yellow Pencil and a D&AD Black Pencil at the D&AD Awards.
Register Now to
Keep Reading
Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.
Register Now
Why Register?
Swipe to hide
Why Am I Being Asked
to Register?
We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.
This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.
