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Brand Barometer - Cadbury's ape drummer hits the spot

Musical gorilla ad sparks a recovery in chocolate giant's fortunes after summer salmonella scare.

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You would be hard pushed to work out exactly what the connection between Cadbury's latest ad and its chocolate bars is, but it does seem to have helped put the chocolate giant back on a positive footing after the negative storm of publicity about salmonella contamination.

The ad shows a close-up of a gorilla, before slowly panning out to reveal the primate sitting in front of a drum kit, which he then proceeds to play to Phil Collin's In the Air Tonight.

After first airing during the Big Brother final on 31 August, the ad provoked a flurry of internet rumour as to whether it was a trained gorilla or, alternatively, who exactly was inside the gorilla costume. It turned out to be a little-known actor called Garon Michael.

The brand's latest campaign is based around ads that, rather than promoting the product itself, entertain consumers with the aim of giving them the sort of feel-good buzz that eating Cadbury's chocolate does.

People may have enjoyed the ad, and it's certainly created an internet buzz, but will that lead to better perceptions of the Cadbury brand? Its buzz score is up - it has reached +7 since the campaign began, but it had already been on an upward trend as it recovered from the bad news of the salmonella scare last summer.

There is no increase in Cadbury's quality or value scores, but in the wider sense of just improving people's general impression of the Cadbury brand, the ad has certainly hit the spot: from a score of +35 when it first aired, it has risen to +42 - a success by any monkey's measure.

METHODOLOGY

YouGov's BrandIndex is a daily measure of public perception of more than 1,100 consumer brands across 32 sectors, measured on a seven-point profile, with data delivered on the next day.

YouGov interviews 2,000 people each weekday, more than half a million interviews per year.

This means you can spot trends as soon as they happen, not when it's too late. Respondents are drawn from an online panel of more than 130,000.

The score is the net rating: people are asked to identify the brands to which they have a positive response, and then those to which they have a negative response, to whatever is the prompt measure.

The net score is the positive minus the negative.

The seven measures that make the complete profile are below.

Each is taken independently - in any one survey, any individual respondent is asked about only one measure for the sector, not all seven. Therefore, none of the readings influence each other within the survey.

1. Buzz

2. General impression

3. Quality

4. Value

5. Satisfaction

6. Recommend

7. Corporate reputation

In addition, we supply an index score.

by Sundip Chahal

www.brandindex.com.

This article was first published on mediaweek.co.uk

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