Gorilla that ate the chocolate?

Fresh ideas and fresh thinking appear to have got the vote in the Cadbury boardroom.

We Brits spend a £1million a day on Cadbury’s Dairy Milk, which gives the product a whopping seventh of the total UK chocolate market all to itself.

So how do you continue to build brand values and sales in an age of media fragmentation, social networks and the whole new 'word of mouth' thing?

It appears that entertainment value rather than the brand litany is what consumers respond to best. So think Cadbury’s and their agency. The result? Throw out the rule book, get a guy dressed up as a gorilla to do a drum karaoke to Phil Collins’s ‘In the air tonight’, and don’t show the product, relate the USP, features or any benefits.

Cadbury’s say, ‘Well it just seemed like the right thing to do. There's no clever science behind it - it's just an effort to make you smile, in exactly the same way Cadbury Dairy Milk does. And that's what we aim to continue to do; simply make you smile. So if a drumming gorilla's not enough, wait until you see what else we have up our sleeves’.

As a TV and cinema commercial to start a conversation in the wired world of social networks , it certainly seems to be working.

Yes, it's fun. It's a laugh. It's very You Tube, and it is getting talked about.

But it remains to be seen if Cadbury’s will be the ones laughing all the way to the bank.

(Click on this link to see the commercial).