When Cadbury’s drumming gorilla was unleashed in 2007, its soundtrack and surrealism allowed the confectioner to draw a line under its salmonella scare, and boosted sales by 9 per cent. But an entertaining advert is not enough. The role which branding plays within the advert is crucial, and creating a successful spot is highly complex.
“Ten or 15 years ago, brands would have had a good idea of their audience’s demographic, a reasonable idea of their behaviour. But they didn’t know how their audience thinks and feels,” says Heather Andrew, UK chief executive of Neuro-Insight, a market research firm which uses a team of neuroscientists to understand consumers and boost engagement.