Brand Barometer - Cadbury is looking for a runway success

However, confectionery brand's follow-up ad fails to create the buzz of the iconic drumming gorilla.

Unless you are in the business, TV ads are not usually particularly keenly awaited. However, there was some anticipation about how Cadbury would follow up its ground-breaking 2007 gorilla ad, which hauled in awards and was voted the public's favourite ad of the year.

Exactly what would Cadbury do to top a rather intense-looking primate recreating a Phil Collins drum solo?

The next advertisement in Cadbury's "glass-and-a-half production" campaign is again utterly unexpected, has a thumping soundtrack, and a complete lack of connection to chocolate or confectionery of any sort.

The new ad opens quietly by showing a series of souped-up utility vehicles waiting in deserted airport hangers, which then drive outside to race each other down the runway, scattering luggage from their racks as they drive into the dusk.

The ad broke on 30 March, which was unfortunate timing given the opening of Heathrow Terminal 5 on 27 March - a coincidence that caused several wags to wonder whether the luggage chaos at the new terminal arose because Cadbury was busy driving its baggage vehicles up and down the runway (in fact, the ad was filmed in Mexico).

Unfortunately for Cadbury, a look at its figures on BrandIndex reveals that the ad hasn't nearly matched the buzz created by the previous campaign.

Back in August 2007, Gorilla pushed Cadbury's buzz rating up five points, with corresponding increases in general impression and quality.

"Trucks" has produced no increase in buzz, which is down by two points since the ad debuted, although the brand has enjoyed a four-point increase in general impression.

Overall, it looks as though Cadbury hasn't quite managed to meet the high standards set by its last, hugely popular, gorilla campaign.

METHODOLOGY: YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors.

It is measured on a seven-point profile:

1. Buzz

2. General impression

3. Quality

4. Value

5. Satisfaction

6. Recommend

7. Corporate reputation

In addition, we supply an index score.

By Sundip Chahal - www.brandindex.com.

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