Eyebrow Dancing Cadburys Style
Friday, January 23rd, 2009 by Rob Brown.
Cadbury’s broke new ground with the drumming Gorilla, mixing TV advertising, viral and PR. When you have a great marketing campaign like that there is client pressure and a real desire on the part of the protagonists to repeat the success. It seldom works. The follow up to ‘Gorilla’ was a case in point. The runaway trucks racing on a runway to Queen’s ‘Don’t Stop Me Now’ was nice enough but no match for the simian skin beater.
However Cadbury’s might just have made marketing lightning strike twice. Launching on Channel 4 tonight is a 60 second film that is quirky enough to set tongues wagging and destined to be a YouTube must see. Two siblings perform some serious eyebrow dance moves to a piece of eighties electronica called Don’t Stop The Rock by Freestyle. You need to see it really.
This time the muti-level marketing ducks are all lined up. They’ve added some good PR lines - publishing a list of top ten famous eyebrows and renaming the second month in the calendar Fe-brow-ary. They’ve even gone for a shade of branding in the ad by putting the sister in the film in a Cadbury’s trade mark purple dress.
