Trucks to ape gorilla success

04 April, 2008

Cadbury is investing £17 million in a marketing campaign to follow up its Dairy Milk Gorilla ad.

The sequel to the commercial, which featured a man in a gorilla suit playing drums to Phil Collins' In the Air Tonight, depicts a race between

souped-up airport trucks.

The ad will run for six weeks from this month and is the biggest spend for the brand to date.

Shot in an airport in Mexico, it will feature the Queen hit Don't Stop Me Now.

Trade communications manager Kate Harding said: "The last

ad, Gorilla, achieved a 9% increase in Cadbury Dairy Milk sales and the new Trucks advert is set to continue the success."

Truck-themed POS will be available

to retailers and the campaign will

be backed by experiential marketing, digital ads and PR activity, Harding added.

Dairy Milk will be available in revamped packaging and a range of new pack sizes from April. The 140g bars will also be available to independents in 99p price-marked packs.

Last year the Gorilla ad was watched by 10 million viewers on YouTube, making it the most watched commercial ever, according to Cadbury.




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