Is a great creative idea still great if it adds no value?Late last year (December 2007) in an FT article Cadbury’s suggested that the “Gorilla ad” had played a major part in helping to raise its sales in Dairy Milk Chocolate.TNS recently did some work for Marketing Magazine that looked at the biggest brands in the UK by sales.One of the most interesting facts that came out of it was, that although Dairy Milk had a huge profile and PR success with the award winning Gorilla advert, they actually lost market share, posting growth results below the market rate of 2%. Galaxy on the other hand grew 12%!Jan Jesenovec from TNS said that “advertising will not significantly increase your sales…it simply reinforces the positions of big brands”. I think the Gorilla ad is a great demonstration of this at work.I personally loved the Gorilla ad. I thought it was bold, different, unexpected and had great stand out but I am not that surprised it seems to have had zero impact on sales.Just like many others, I stood around the water cooler at work talking about it and emailed my friends the You Tube video link. Did it make me buy any more Dairy Milk…well errr no. I thought it was great entertainment but it did not make me feel like buying a chocolate bar, let alone Dairy Milk. What it did do, like many others, was make me want to talk about the piece itself - very much like a great bit of artistic work, a great film or a good book.In doing so, the ad became more about the Gorilla than the brand or the chocolate bar. My emotional connection was with how “clever” the ad was and not with what it was ultimatly looking to sell me (that is unless Cadbury’s is moving into the entertainment business and out of the chocolate one).When you look at Galaxy on the other hand, it is aimed squarley at women and plays on the soft seduction of chocolate. The emotional connection is clearly seductive in the way you visually enjoy the emotional sensation of the chocolate....

La verdad es que ya resulta absurdo. Si bien cada vez quedan menos discográficas que se pliegan a este tipo de acciones, no deja de ser incomprensible cómo en algún momento pensaron que podían tener éxito. En vez de aceptar la derrota y ver la forma de reducir los daños, se empeñan en mantener una [...]

more about "Cadbury's Gorilla Advert Aug 31st 2007", posted with vodpod

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FriendsEster and I had our first church planting meeting this past Monday and it was so exciting that for the first time these ideas and plans in our hearts were coming out and being shared with our team.  It was cool that as Ester and I were sharing that the vision that God has given to us was begining to become the same vision of our team.  We are so blessed to be surrounded by such godly people and we cant wait for God to send others to be part of the staff of Ethos Chruch.  Friends are such an awesome blessing from the Lord esspecially those that challenge you and help you grow in your walk with Jesus and without them we just become dull people that stop being missional and stop preaching the cross.FunPart of planting a church is prayer…we pray for all kinds of things: finances, the people of Kemah, and we also pray for staff members.  I believe I just found our drummer!

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