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In 2007, Cadbury aired its famous 'Gorilla’ ad. It featured a gorilla playing the opening drum sequence from Phil Collins’ hit ’In the Air Tonight’. The ad was bizarre, mesmerising and highly sharable. It was also profitable if you factor in distribution gains and price effects. These kinds of stand-out success are, however, rare and hard to engineer. Cadbury tried several times to replicate the success of 'Gorilla'; but without much luck (e.g., 'Airport Trucks’ in 2008 and 'Eyebrow Dance’ in 2009).

What to learn more? Try asking Virtual Dan White.