Cadbury's Dairy Milk: How a drumming gorilla beat a path back to profitable growth

At the beginning of 2007, Cadbury's Dairy Milk was entering its third year of decline. Investigations hiuglighted a lack of relevance among younger consumers so the new campaign idea aimed at reflecting the fact that people love chocolate because of the pleasure it brings to them. Sales by value increased by 5% year-on-year in the month the 'drumming gorilla' compared to earlier in the year when there was a corresponding 7% decline