Cadbury’s Gorilla: How a Drum Solo Sold Chocolate

In 2007, Cadbury released an ad that left viewers confused, mesmerized, and talking (for all the right reasons). A gorilla. A drum solo. Chocolate? Maybe. The result? One of the most famous UK campaigns of the 21st century.

The Background

Cadbury wanted to revive its Dairy Milk brand in a crowded chocolate market. Traditional ads about chocolate and happiness weren’t cutting through.

Agency Fallon London came up with something radically different: show emotion, not chocolate. Cue: a gorilla passionately drumming to Phil Collins.

The Strategy

  1. Emotional Branding: Focus on feeling, not product features.

  2. Unexpectedness: No chocolate in the ad until the brand logo at the end.

  3. Viral Potential: Quirky, shareable, and conversation-starting.

The Outcome

  • The ad went viral before “viral” was a marketing buzzword with millions of views online.

  • Sales of Dairy Milk increased by 9% following the campaign.

  • It cemented Cadbury’s reputation as a brand willing to take creative risks.

  • The campaign won multiple awards, including a D&AD Yellow Pencil.

Why It Worked

  • Emotional Hook: Viewers connected with joy, rhythm, and surprise, not just chocolate.

  • Shareability: The unusual concept made people talk and share.

  • Memory Encoding: Associating Dairy Milk with positive, unexpected emotion made the brand stick in minds.

Lessons for Businesses

  • Sometimes you sell emotion, not product. People buy feelings, not items.

  • Break the norms. Don’t be afraid to make your ad memorable by being unexpected.

  • Risk can pay off. Creativity with a clear emotional goal can generate huge attention.

The Takeaway

Cadbury didn’t need to show chocolate to sell chocolate; they sold delight, surprise, and fun. A simple gorilla drumming created a campaign that’s still talked about today.

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