Understanding the Why of Consumer Behaviour
Let there be light!
No advert in recent times has won more prizes for creativity or received more public and media attention than Cadbury’s ‘Gorilla’. Brand volumes had been fairly static for years and the brand had suffered the effects of a significant quality problem the previous year. So Cadbury’s objective was to get back into the British public’s ‘hearts and minds’ with a new advert. The agency’s brief was to ‘rediscover the joy’. This resulted in the ‘Gorilla’ advert, in which a gorilla first anticipates and then starts drumming along to the Phil Collins song ‘In the air tonight’. The advert achieved huge amounts of interest and attention, not only from consumers but also from those of us working ...