In the world of marketing, few things hold as much power as a well-crafted brand. Brands are more than just logos and slogans; they evoke emotions, memories, and associations that can drive consumer behaviour. One such example of the power of branding is the iconic Cadbury’s Dairy Milk “Gorilla” advert from 2007.
The Power of Unexpected Associations: The “Gorilla” advert took viewers by surprise. Instead of directly promoting Cadbury’s chocolate, it featured a gorilla passionately drumming along to Phil Collins’s “In the Air Tonight.” This unexpected association of a gorilla and a chocolate brand captured attention and created a lasting impression in the minds of consumers. It demonstrated that effective branding doesn’t always have to be literal; sometimes, it’s the unexpected connections that leave a lasting impact.
Emotional Resonance: The advert tapped into emotions through its choice of music and visuals. Phil Collins’s iconic song, with its dramatic build-up, created a sense of anticipation and excitement. The gorilla’s expressive performance conveyed joy and passion, evoking positive emotions in the audience. This emotional resonance helped strengthen the connection between the advert and the Cadbury’s Dairy Milk brand, associating it with feelings of happiness and enjoyment.
Breaking Free from Labels: The “Gorilla” advert also challenged traditional notions of branding and labels. Instead of focusing solely on the product’s features or benefits, it embraced creativity and imagination. By breaking free from the constraints of conventional advertising, Cadbury’s demonstrated that effective branding is about storytelling and creating memorable experiences.
The Cadbury’s Dairy Milk “Gorilla” advert remains a timeless example of the power of branding. It showed that brands can transcend labels and connect with consumers on a deeper level by tapping into emotions, creating unexpected associations, and embracing creativity. As marketers, we can learn valuable lessons from this iconic advert about the importance of storytelling, emotional resonance, and daring to be different in our branding efforts.