Case Study: Cadbury Gorilla
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.