Cadbury Gorilla still so sweet

Reworking of iconic ad, featuring Bonnie Tyler's Total Eclipse of the Heart, hits the right notes.

The Cadbury Gorilla ad, perhaps the most talked about ad of recent times, is back on our screens, a full year after the original Gorilla ad first aired during the final of last year's Big Brother.

The original campaign received numerous plaudits, coming at a time when the Cadbury brand was still reeling from the aftermath of the salmonella scandal that prompted widespread criticism of the company in 2007.

The new Gorilla TV ad first aired on 5 September during this year's Big Brother final. Whereas last year's soundtrack was In The Air Tonight by Phil Collins, the reworked version features Bonnie Tyler's classic 1980s hit Total Eclipse of the Heart.

However, this is not the first time that viewers have seen the Gorilla ad reworked. During the Rugby World Cup, an English flag was painted onto the gorilla's drum kit, along with the line "Come on Lads".

Inspiration for the reworked ad - an alternative version features the 50 Cent track In Da Club, according to creative agency Fallon - came from the way people have experimented and reworked the original ad and posted their efforts online.

This time around, BrandIndex has not seen huge shifts across the board in Cadbury's scores, but its ratings have generally picked up.

The brand's buzz rating has moved up two points to +16, but the biggest rise is in its quality score, which has surged eight points to +49. The index score (the overall measure of brand health) finished up one point in the week immediately after the ad first aired, while the recommend rating remained unchanged.

The original ad won the Film Grand Prix at the prestigious Cannes Lions International Advertising Festival in June, beating more than 4,000 shortlisted global entries. While its successor has not resulted in a massive increase in Cadbury's brand scores, the originality of the first ad still lives on.

The issue for Cadbury is determining how far it can push a very simple concept and keep on reworking the same ad by simply overlaying a different track.

Once or twice, certainly, but three or four times? Probably - and therein lies the beauty of the original. Could we see a gorilla drumming along to Duran Duran or perhaps Take That? Yes please.

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.

Agi Zabo
www.brandindex.co.uk

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