Blog: Dean BestFrom Gorilla to Ghana - Cadbury's new ad

Dean Best | 21 September 2009

Since the 'Gorilla', there is, despite my in-built journalistic cynicism, a sense of anticipation whenever I'm set to watch Cadbury's latest Dairy Milk ad for the UK market.

You must have all seen the Dairy Milk Gorilla ad by now and, although its follow-up 'Trucks' did not show Cadbury firing on all cylinders, the subsequent 'Eyebrows' spot was quirky enough to raise a smile.

Hot on the heels of this summer's relaunch of Dairy Milk as a Fairtrade product here in the UK, Cadbury's marketeers have headed out to Ghana, a west African country from where the confectionery giant sources its ethical beans.

But, this time, Cadbury is not just giving its viewers back in Blighty an ad. No, this time, Cadbury is to follow fellow Brummie popular beat-combos UB40, Slade and Ozzy Osborne with a music single.

Sadly, Cadbury hasn't roped in Noddy Holder or the 'the Prince of Darkness'. I say, sadly, as while I'm no glam-rocker or heavy-metaller, Ghanaian hip-hop really ain't my ting.

Still, the five-minute video for 'Zingolo', in which stars Ghanaian pop star Zinny, does what it sets out to - and gives the viewer a flavour (should that be flava? - music ed) of life in the local communities in Ghana.

"We wanted to celebrate Cadbury Dairy Milk's Fairtrade certification and Ghana, the heart of our Fairtrade cocoa, in a unique way. We hope we'll bring a smile to people's faces," says Cadbury marketing director Phil Rumbol.

Not, I'd wager, as much as that Gorilla did.


BLOG

Tesco-Booker deal gets green light as UK grocery landscape shifts

Here in the UK, we've had two significant pieces of M&A news in the grocery retail channel in the last 24 hours....

BLOG

Getting the basics right online

Failed launches cost grocery brands operating in the UK over GBP30m per year - but ironing out mistakes made in listing new products online could help improve marketeers' chances of success, according...

BLOG

US trade body GMA loses another high-profile member

Just months after Campbell Soup Co. decided to leave The Grocery Manufacturers Association, the US lobby group is to see another major member leave....

just-food homepage



Forgot your password?