Cadbury’s are trying something a bit different. It’s got no obvious sales message. It doesn’t seem to be linked to any campaign. This is how they describe the activity on their site:
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.
This is the way I see it:
â€¢ They are creating some films that they hope will go viral. This is an unbelievably difficult thing to do. They have to beat all the ridiculous inanity on YouTube and elsewhere.
â€¢ They are expecting people to come to a branded environment to watch them. Again – why would you try to attract an audience when you can go to where an audience is already?
â€¢ They are embedding the film in their page to stop it being passed around or re-edited. I know that since YouTube made it big no one passes films around any more – but it feels as if they are distrusting their audience.
â€¢ They don’t help their viewers pass it on. There’s no ‘send to a friend’ functionality. I know that good stuff will be passed on regardless but it doesn’t do any harm to suggest it to your viewers and make it easy for them.
â€¢ They have created something that I just don’t get. Nor do I find it funny.
Am I wrong? Am I missing something? Or am I the wrong audience, seeing as I’d prefer to dip some pitta bread into a tub of humous than eat a Cadbury’s chocolate bar?
For their sake, I hope I’m wrong. Good luck to them.