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I have gone on about the Gorilla long enough, so perhaps this is the last post on the topic.

Cadbury just sent out a mass email blast encouraging people to tune in to watch the preview of remixes online which will be air tonight on TV.




This is interesting because one would assume the shelf life of this idea was pretty limited and that remixes had already been done by the agency and consumers months ago.



With all the media attention the campaign had in the UK, do people want to see remixes or are they more likely to be interested in something new Cadbury has to offer?

The only logically explanation for extending the life of the ads is to reach previously untouched audience, which could be smart.

More likely, this is just about squeezing the last drop of life out of a great idea while the agency spends time seeking out the next big thing.


Posted by Ed Cotton From the Financial Times- December 12th, 2007.

"Cadbury Schweppes yesterday said its advertising campaign for Dairy Milk chocolate featuring a gorilla playing the drums - which has become a YouTube favourite - had helped it recover market share in its UK confectionery business."

Case closed.


Posted by Ed Cotton A was fortunate enough to have been invited to speak at Trumpet's inspirational Polygamous Marriage conference in New Orleans. In essence, it was all about the coming together of media, account planning and creative- connections planning.

It was a great event and some inspiring presentations. (Much more to follow).

John King from Fallon spoke about lots of things, but included the idea of thinking about consumers, not as the creators, but as editors of content.

A nice evolution of the current zeitgeist.

To demonstrate, he showed us how the Cadbury's gorilla ad had morphed into a variety of different edits, some created by people and others created by the agency to inspire people to do it themselves.

The Original- 2 million views plus...



Bonnie Tyler- Remix- 238,000 views



50 Cent Remix- 127,849 views



Bon Jovi Remix- 24,075 views



I know this is old news to many, but the idea of providing content that can be played with, edited and throwing out examples for people to follow is really smart.

It keeps the idea alive and engages the consumer in the process.


Posted by Ed Cotton The Dairy Milk Gorilla ad seems to have had an impact. The data from Alexa shows traffic to the microsite eclipsing the volume of the sites of Cadbury's competitors.

Clearly if awareness is the goal, this viral effort has made an impact and broken through. The probem is that the decay seems pretty steep.

At their best, these viral efforts have short shelf lives (1 week or so) before consumers move onto the next thing. How do you sustain success?

The future is about producing more because:

1. You need to experiment to see what sticks

2. Once you have success, you need a quick follow-up to maintain impact

Also, there's a quality factor emerging, this spot shows that not all virals need to be lo-fi. Increasingly, clever post production is arriving on the scene.

Who ever said viral is a cheap way to get your name out there?


Posted by Ed Cotton