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Mad Men, the Gorilla and Galaxy

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One insight from the Mad Men TV Series was just how ‘competitive’ (read selfish and self-obsessed) the ad men were in 1960. Plus ca change? Chatting over a brisk lunch with an old buddy in Soho, we discussed the fall of Fallon’s Gorilla in face of recent research damning the campaign for failing to grow market share. My friend pointed out that there are probably agency people all over town going “ha – it didn’t work! Told you so. One off.” A more detailed look at the numbers showed that the Galaxy’s share has indeed grown by 12%, but size of share relative to Cadbury’s is 40%. Now there is a well travelled view that it’s far ‘easier’ to grow smaller share aggressively, but there does appear to be something behind the change in that Cadbury’s had changed the packaging and the promotion of the product, but haven’t done anything to the product. Galaxy (and Dove as the brand is know in Asia) had changed the packaging and promotion, but also the product. The chunks are smaller, rounder, more appealing to women, as is everything about the brand. Cadbury’s may well have tried to target ‘everyone’ which is always a tricky brief.

Published Sep 24 2008, 11:17 AM by Alastair Duncan

Filed under: Mad Men, Hubris, Cadbury's, Galaxy

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