Did Gorilla Ad Work?

I saw the report from TNS that showed Dairy Milk sales have been growing at less than 2%, while sales of Galaxy are growing at 12%.

Does that means this great creative didn't work?

 Hi Richard,

I think that the Gorilla ad was a mistake.  I really did not like it as somehow to me it represents crualty to animals.  Gorillas are very intelligent animals and if you see them in the zoo they always have this helpless expression on their face saying why are you people keeping me here, I know that I am on the show.  And it is exactly the same expression that the drumming gorilla has.  I found it really offensive and did not like the campaign at all.

 Can anyone explain to me what the point of that ad was? I really do not understand.

 it has obviously worked in various ways given the publicity

shouldn't the question is how did it work?

that sales are outperfomed by competitors raises other obvious questions why on distribution/promotions price etc

why did Trucks ad not work so well?

the answer to that I must be about how people react to music to feel engaged in these 'pop videos' more than traditional commericals

 

 

 I think it worked because it was different and fresh to what was out there.  Good music, bright sophisticated colours etc.  As I mention both of the ads were very welll filmed.  I personally prefer the trucks, however as they came seond it was not as new anymore ...

Could it be packaging that give Galaxy chocolates the edge? Galaxy uses the browns of chocolate whic makes you want to have chocolate.  Does the blue-purple coulour present a  hinderage?

I don't know what the plan was, but you have to admit that the drumming gorilla made everyone forget that Cadburys accidentally put *** in their chocolate. As such I think it stands as a very successful piece of disruption marketing/damage limitation.

 That is very true, it did make me forget completely about that.

I was under the impression that the aim of the Gorilla ad was quite a simple one - to make you smile and further associate the brand with happiness/positivity.

Made me smile.

 Did not make me smile as the gorilla looks really sad ... :(

On this basis: 'I saw the report from TNS that showed Dairy Milk sales have been growing at less than 2%, while sales of Galaxy are growing at 12%.' I'd say... not so much. Shame. I liked it. But if you get just the right mood in the room, you might get away with... 'depends on what you mean by 'work'. Using the 'quotes' action with the fingers of each hand will defo help in this.

 I think that I mentioned this earlier.  In my opinion the sluggish grow of Cadbury's could be a result of indirect marketing and positioning.  Furthermore, the packaging and promoting of the product is better in case of Galaxy as they promote the product as well as the brand.  Galaxy uses brown shades typical for chocolate and actually shows the chocolate in their adverts.

Without knowing the true business objective of the campaign it is an impossible question to answer - if we talk about brand awareness then fair enough the ad stood out (whether for the right or wrong reasons) and therefore awareness of the product would have increased. If the objective was to sell more chocolate bars then perhaps the ad was not as successful as it could have been.

Cadbury's 'chocolate' is a combination of milk solids and sugar with very little cocoa in the mix, therefore the product should never really hero in the ad because the product is of poor quality. Added to that, Cadbury's is a household brand, therefore there is a need to do something very different to take penetration levels to a new high. In that respect the Gorilla did a decent job.

If we look at weekly spikes and troughs on sales figures around the time of start and end to the campaign this could be more interesting. But bottom line, advertising is only ever part of the marketing mix so a rise or full in sales cannot over a considerable period of months cannot be wholly attributed to an ad campaign.

 

Andy Knell hits the nail. It is impossible to say without knowing the objectives of the campaign, but such fun to speculate. So my guess is that it was increasing sale of CDM as a flagship brand. Therefore, based on the TNS data at face value, it had limited success. But then Charlie Robertson is very right in pointing out the other variables. So who knows? Cadbury and Fallon do.

 You made a very good point.  To be honest I did not Cadbury's chocolate to be of poor quality. I knew that it was not a luxury chocolate but would never think of it like this.  I suppose I need to admit that their marketing strategies work!!

 I am sure there are many worse things that could pass your lips - I was more referring to the inaccurate label of most high street chocolate products as 'chocolate' when they contain such little cocoa solid. A while back there was an EU resolution proposed which requested most UK chocolate be re-labelled with the rather catchy title of 'Milk Solids'. If this ever comes to pass, Cadbury's may need more than a Gorilla to sell product.

 Definitely, such legislation would put a lot of strain on some UK chocolate producers.  How is it then in the rest of Europe.  Are European chocolates more chocolaty then?