"Play it again?"
Cadbury - Drumming Gorilla from Stepa Mitaki on Vimeo.
According to the Brand Republic website and quoting a recent TNS study Cadbury's flagship Dairy Milk brand has lost market share to arch-rival Galaxy.
After the huge success of Juan cabral's "Gorilla" (Fallon London), it appears to me that the old discussion about the true role of advertising will be triggered again:
Should advertising entertain and generate awareness per se or should advertising be more effective in making people buy stuff (as if the last is detached from the former)?
Obviously advertising is just one of the "P's". Obviously advertising is always the weakest link when marketing departments fail on the rest of the tools and strategies.
Labels: Insights and Observations
"Every generation innovates around a need that's relevant for the time. When my parents were growing up, there was a vitamin D deficiency, so somebody came up with fortified milk. It always starts with entrepreneurs and then becomes part of big companies. Nestlé started because its founder was a pediatrician whose wife had trouble breast-feeding, so now we have milk formula."
