Mark Ritson on the best campaign of the year, Britain's favourite pint & why being different still matters
Uncensored CMO
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British Sample Mate, American Sample and the Gorilla Campaign
The British sample didn't fare well, but the American version of the campaign was a hit. The Gorilla campaign, with a gorilla playing the drums, became iconic, but lacked a lasting strategy. The subsequent ads were disappointing, leading to a rough period for Cadbury from 2007 to 2015.
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