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Cadbury's Dairy Milk: How a drumming gorilla beat a path back to profitable growth - 2008

IPA Effectiveness Awards Case Study

Brief Description: At the beginning of 2007, Cadbury's Dairy Milk was entering its third year of decline. Investigations hiuglighted a lack of relevance among younger consumers so the new campaign idea aimed at reflecting the fact that people love chocolate because of the pleasure it brings to them. Sales by value increased by 5% year-on-year in the month the 'drumming gorilla' compared to earlier in the year when there was a corresponding 7% decline ;---(TAGS)--- Full Title: How a drumming gorilla beat a path back to profitable growth: a real-time effectiveness case study ; Number: 2008/19 ; Brand Name: Cadbury's Dairy Milk ; Client: Cadbury UK ; IPA_ProductCoding: Food (Confectionery - chocolate) ; Agency: Fallon ; Author: Magali Barreyat-Baron - Cadbury UK, Rachel Barrie - Fallon ;

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