Ideas
Explore the world's #1 largest database of ideas and innovations, with over 400,000 inspiring examples.
Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 750 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 200,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Books
Join 20,000,000+ people getting better and faster with our New York Times Bestselling methods, best innovation books & keynote videos.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI
Learn how the Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
Overview
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Keynotes & Workshops
Empower your team with the insights and frameworks they need to innovate better and faster.
Custom Research
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Futurists
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
Internships
Grow your professional skillset in an award-winning workplace.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
World Summit
Learn why 97% of people rate it "the best innovation conference ever".
1-Day Innovation Events
Explore our 2019 tour dates and find the best city to inspire your team.
Custom Events
Host a custom innovation conference in your city that will inform and inspire.
Custom Training
Bring the Future Festival experience directly to your team with custom training packages.
Search our database of over 390,000 cutting edge ideas.

Cadbury Guerilla Marketing

Dairy Milk Gorilla Ad

— September 3, 2007 — Marketing
Cadbury has come up with some very clever gorilla marketing, literally. Their 90 second Dairy Milk candy bar video doesn't feature chocolate once, not verbally or visually.

Guerilla marketing is a low-budget, unconventional spin on marketing that often doesn't feature the actual product at all. Also known as stealth marketing, this type of campaign tricks the consumer into thinking about a certain product, without them realizing they have been exposed to commercial advertising.

Cadbury pokes fun at the marketing tactic with its effective new video ad.

"The film opens with a title, 'A Glass And A Half Full Productions presents'", the Independent reported. "Then we hear the opening bars of the Phil Collins hit 'In the Air Tonight'. The camera pulls back slowly to reveal that the new face of Cadbury Dairy Milk is in fact a gorilla. The effect is spooky and primal. As the big drum break starts, the camera pulls further back to reveal that the gorilla is hammering an enormous drum kit in a karaoke-style bangalong."

"It's such a pompous piece of music and the thrashing of the gorilla is so self-absorbed that the effect is hilarious. It's short-form comedy just like one of those funny clips you see on YouTube. But it seems to have precious little to do with chocolate."

That's the point.

"People don't want advertisers droning on and on about their products any more; they want to be entertained."

It's not just clever marketing; Cadbury has a message in there, too.

"The entire commercial is a product metaphor. 'Chocolate is about joy and pleasure. For years Cadbury has told us that it was generous, through the glass and a half strap line. We thought, don't tell us how generous you are; show us. Don't tell us about joy; show us joy.' That's just what the campaign tries to do. 'We've created a branded space in which Cadbury's can be generous in bringing joy.'"

Cadbury is hoping that the new campaign will help build "long-term brand values" while also upping short-term sales. "You can't advertise chocolate in the summer," the Independent quoted a Cadbury rep. "'Easter and Christmas are separate markets, so the only chance to build the brand comes in late spring. This campaign will drive sales for the year.'"

No real animals were used in the video -- it's only a man in a hairy gorilla suit explained a Cadbury rep who says he's unsure "How he will apologise to the nation if the new commercial sparks a Phil Collins revival."

The Independent concludes, "The bigger risk is that the campaign is too far removed from conventional chocolate advertising to be effective. As one veteran Cadbury hand put it, 'They get it right when the ads make you drool. Without chocolate, Cadbury ads lose their sensual appeal and along with that go sales.'"
6.4
Score
Popularity
Activity
Freshness