Cadbury Dairy Milk: In 2007, Cadbury released one of the most unexpected yet memorable ads in modern advertising history—the Drumming Gorilla. This ad features a gorilla (played by a man in an ultra-realistic suit) sitting behind a drum kit, building up emotion to Phil Collins’ In the Air Tonight, before exploding into an epic drum solo. No chocolate bars, no slogans—just pure, feel-good entertainment.
So, why was this ad so effective? Let’s break it down from both macro (big-picture strategy) and micro (specific creative choices) perspectives.
Macro Elements of Cadbury Dairy Milk Advertisement– The Big Picture
- Emotional Connection Instead of Traditional Selling
- This ad doesn’t show chocolate at all—instead, it sells a feeling of joy and satisfaction.
- Cadbury wanted to reposition its brand as something fun and uplifting, shifting away from traditional “chocolate as a treat” messaging.
- Reinventing the Brand After a Crisis
- At the time, Cadbury was recovering from a food contamination scandal that hurt its reputation.
- Instead of apologizing or going into damage control, they took a bold, positive, and unexpected approach—reminding people why they love Cadbury.
- Broad & Universal Appeal
- No dialogue, no words—just music, emotion, and a gorilla having the time of his life.
- This made it instantly accessible across cultures, languages, and age groups.
- Encouraging Word-of-Mouth & Virality
- This was one of the first truly viral ads of the YouTube era, with people sharing it simply because it was fun to watch.
- Cadbury’s brand awareness skyrocketed—not just in the UK, but globally.
Micro Elements – The Creative Execution
- Unexpected Concept – A gorilla playing the drums? That surprise factor made people stop, watch, and remember.
- Music Choice – “In the Air Tonight” –
- This song is iconic for its dramatic drum solo—which builds tension and then releases it in an explosion of energy.
- It also has an emotional, nostalgic quality, making it instantly recognizable and appealing.
- Performance & Cinematography –
- The gorilla’s slow emotional build-up before the solo mimics a real musician’s passion.
- The use of close-ups on the gorilla’s face makes it feel more personal and dramatic, almost human.
- No Product Placement –
- Instead of showing chocolate, Cadbury trusted the audience to make the connection.
- The ad ends with the simple tagline: “A Glass and a Half Full of Joy”, reinforcing happiness as the core brand message.
Why Was It Effective?
- It Made People Feel Something – Joy, nostalgia, excitement—emotions that stick with people far longer than a product pitch.
- It Was Instantly Memorable – The randomness of a drumming gorilla made it impossible to forget.
- It Reinvented the Brand – Instead of focusing on damage control, Cadbury made people fall in love with their brand again.
- It Encouraged Conversations & Shares – People talked about it, shared it, and parodied it, making it a pop culture moment.
- It Connected with a New Generation – Younger audiences, who weren’t necessarily Cadbury’s core market, now saw the brand as fun and fresh.
How Creative Advertising Helps Branding
- It Builds an Emotional Connection – People don’t just buy products; they buy experiences and feelings.
- It Boosts Brand Recognition – Unique, out-of-the-box ads make a brand stand out in a crowded market.
- It Increases Engagement & Word-of-Mouth – Viral, entertaining content spreads naturally, making marketing more effective.
- It Reinforces Brand Identity – Cadbury became known for fun, joy, and happiness, which aligned perfectly with their product.
Final Thoughts on Cadbury Dairy Milk Ad
The Drumming Gorilla ad is a masterclass in branding through creativity. It proves that you don’t always need to show your product—sometimes, making people smile is enough to make them love your brand.
And Cadbury? They didn’t just sell chocolate. They sold joy—and that’s something people will always remember.
