Wise & Young: The nuances of Gen-Y marketing, branding, advertising, trends, & more

I love this viral video campaign from Cadbury, and their explanation is hilarious:

Well it just seemed like the right thing to do. There’s no clever science behind it - it’s just an effort to make you smile, in exactly the same way Cadbury Dairy Milk does. And that’s what we aim to continue to do; simply make you smile. So if a drumming gorilla’s not enough, wait until you see what else we have up our sleeves.

Cadbury is quite daring to say their product will bring you pleasure, just like their viral video, and not make any other connections. However, I feel it does make a powerful association with the viewer later down the road — when their talking with a friend or in line and see a bar of Cadbury chocolate.  This daring and random content is the stuff Gen-Y love — it’s more entertainment than advertisement (just look at the top youtube videos of any day).

I’m guessing somebody at their ad agency read Made to Stick