1min snip

Uncensored CMO cover image

Mark Ritson on the best campaign of the year, Britain's favourite pint & why being different still matters

Uncensored CMO

NOTE

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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