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February 19, 2009 at 3:14 PM, Posted in Work, Comments (3)

this new effort from Cadbury in the UK got me thinking.

it seems that more and more brands are producing content designed to get your attention whatever it takes. connection of the idea to the brand is often very loose.

is this a good thing? probably not in the long run for some of these companies. but this new piece of video from Cadbury is hilarious, and does make me want to reward them with a purchase.

3 Comments

On February 24, 2009 at 2:33 PM, Gretchen Walsh wrote:

I love this! And what I love even more is that it is another fabulous activation element of Fallon's Cadbury connection idea "spread joy" that originally resulted in the Cadbury Guerilla YouTube explosion back in 2007. So I guess I would say, it is doing a pretty good job, in the long run.

offensive?

On February 24, 2009 at 5:28 PM, jenny wrote:

This is definitely cool and interesting to look at and gets attention for the agency that did it, but has it paid off for the client?

I'm all for creative work, but I think the strongest advertising manages to engage the audience AND tell us something interesting about the product we're promoting.

And while I found the video entertaining, I don't know anything about Cadbury that I didn't before (except maybe that I'd love to have them as a client!).

offensive?

On February 24, 2009 at 9:10 PM, Gretchen Walsh wrote:

Good point.

And one of the reasons I loved the Gorilla that Cadbury launched was not only did it garner half a million YouTube hits BUT according to Rueters:

"The London-based Cadbury saw a boost from its gorilla-based advertisements, which were first aired on August 31, 2007, for its Dairy Milk chocolate sales and helped push its underlying worldwide sweet sales up by 7 percent last year.

The advertisement which featured a gorilla playing the drums along to Phil Collins' song "In the Air Tonight", ran for 6-8 weeks and boosted Dairy Milk revenues by 9 percent when the ad campaign was running and by 5 percent over the whole of 2007.

...the group's 7 percent confectionery revenue growth in 2007 was 30 percent above the average of industry market growth of 5.2 percent, and Cadbury's highest level of underlying sales growth for well over a decade."

Not just an entertaining video, but sales results to go with it.

Can the eyebrows yeild the same result? We'll have to wait and see.

offensive?