Tuesday, September 23, 2008

Galaxy Is Thrashing Dairy Milk - So Was 'Gorilla' A Failure?

A reader points us to an interesting and potentially worrying story from Brand Republic.

We've all been led to believe Gorilla was a resounding sales success. But it seems not:

Dairy Milk lags market as Galaxy steals share

by Nicola Clark Marketing 23-Sep-08, 08:30

LONDON - Cadbury's flagship Dairy Milk brand has lost market share to arch-rival Galaxy.

According to the annual Biggest Brands survey compiled exclusively for Marketing by TNS, Dairy Milk lost share in the take-home confectionery sector, posting growth below the 2% market rate to reach a sales value of about £200m. By contrast, Galaxy grew 12% year on year to about £80m.

Jan Jesenovec, confectionery analyst at TNS, said that Dairy Milk's loss of share may be due to a lack of NPD. 'Advertising will not significantly increase your sales,' he added. 'It simply reinforces the positions of big brands.'

Dairy Milk and Galaxy use very different marketing strategies, and Galaxy attributed its strong performance to its unique positioning, which targets women in 'indulgent moments'. The brand has also been boosted by several high-profile partnership deals, including ties with the Sex and the City movie and the British Book awards.

The majority of the brands surveyed experienced value growth due to price inflation. The take-home confectionery market as a whole grew 6% year on year to reach £2.48bn, and nine of the top 10 brands in the market increased their sales year on year.

This week, Cadbury shifted its global ad account out of Publicis and into Saat-chi & Saatchi Fallon group. A spokesman denied there had been a lack of innovation, adding that its latest data showed growth.

87 comments:

Anonymous said...

'Reinforcing the position of the big brands' is the same as 'increasing sales'. Without the advertising the sales would drop. So it all means the same thing. The usual bollocks from Marketing.

Also, if advertising doesn't boost sales, why is it working for Galaxy? Slightly contradictory from the 'confectionary analyst'.

Sex in the City and the other tactical initiatives must account for the increase. I can't believe it's their god awful TV ads.

But of course clients will lap this crap up and we'll be stuck with 'indulgent moment' strategies for chocolate.

Anonymous said...

Maybe people just prefer the taste of Galaxy to Cadbury's?

Anonymous said...

But you can't ignore that the gorilla drummed and the UK decided not to give a shit. Either that or the gorilla reversed what would have been even worse figures for Cadburys.

Anyway...it wasn't the big deal that we all thought it was. Score one for the rest of the country, minus one for our already fucked view of our industry.

Anonymous said...

I suspect the IPA effectiveness awards judges - who have shortlisted Gorilla - must be sweating slightly now - have we all been duped?

Anonymous said...

i thought gorilla lifted sales of all cadbury brands and not just dairy milk?

4am said...

this is exactly the same conversation as when surfer came out.
figures get cooked and you can't really believe anyone. end result, guinness still making (relatively speaking) ground-breaking work.

kiki said...

Comes back to the point about the Ford. An interesting ad, but what is it actually telling us?

Fair enough the galaxy ads are a bit Ronseal, but
surely it's better to think of brand = indulgence than brand = not sure?

Anonymous said...

"figures get cooked and you can't really believe anyone."

That's right the figures are gooked. It's all lies. Of course Gorilla was a resounding success - it had to be, because it was utterwy, utterwy cweatively bwilliant! Bwilliant I tell you!

So what if it had fuck all to do with advertising? So what if it didn't actually shift product? It was a gorilla playing the drums! The drums! To Phil Collins! Ha ha ha ha ha!! Fucking bwilliant!!!

Anonymous said...

kiki, brand=not sure? it's about enjoyment. in un-politically correct days, i would push my tongue under my bottom lip at you, but in todays PC world, i'll just say [censored]

Anonymous said...

kiki

you don't buy a car based on an ad, you read reviews, listen to Clarkson, listen to that mate of yours that knows about motors. all any big car company wants the ad to do is get their car noticed. If you fancy the look of a car in an ad then you move on to finding out about it. If you think about it whether or not it affected sales Gorilla scored hugely on creating awareness. Using entertainment without logic does this really really well. I'd say there's more justification for using that technique in advertising cars than anything else.

Anonymous said...

reinforces my initial suspicions:

gorilla was a steaming pile of poo.

kiki said...

yea you're right, i've got it all wrong. Of course brands are throwing their money at creative agencies just so you can make "enjoyable" ads without a purpose, do a lot of willy waving, and all talk about how great you are at it.

Nothing whatsoever to brand perception, shifting product and making sales.

Anonymous said...

"I'd say there's more justification for using that technique in advertising cars than anything else."

But that won't stop you from also attempting to apply it to chocolate right? Or to anything else, provided that the ad is sufficiently 'creative' and different. Yeah, fuck actual figures and results - that's just what number crunching tossers drag out to spoil our fun.

George said...

Galaxy is tastier than Dairy Milk.
Fact.

Anonymous said...

If Gorilla led to awareness but no sales, isn't there a bigger question about the point of awareness.

Nobody seems to ask whether it's always a good thing. Like most people I'm aware of Hitler but does that mean I subscribe to him?

Yes, actually. I love Hitler. Good old Hitler.

Anonymous said...

so i'm presuming everyone who's commented so far hasn't a clue about marketing?

i'll explain the basics of what happened.

dairy milk and its advertising has grown the 'market'.
dairy milks share of the 'market' is bigger than galaxy's.
(ok, now this is where it gets clever)
by gorilla growing the overall 'market', it in turn, grows both galaxy and cadbury's 'market'.
galaxy's share in percentages is based on it's own growth. (around 12% or 8.5 million) and cadbury's (around 2% or 4 million). but the overall market was the real winner.
you see, it looks like galaxy are steeling share from cadbury's, but what is actually happening is that both companies are taking a share of the extra market. galaxy, a little more than cadbury.

but why do people say gorilla was such a success?
because it's not all about selling shit. not when you're floated on the stock market.

because of gorilla. or coincedently when gorilla launched. the share value of cadburys rose from around 530 to 695. that huge percentage rise gave the shareholders and the blokes in charge a lot of money.

don't think galaxy can challenge in that respect.

Anonymous said...

Ok, smartarse, why did Cadbury's grow the market and not just cadbury's?

Surely increasing your major competitor's share by more than your own is a less-than-ideal outcome?

Or did no one remember what the Gorilla was flogging?

Anonymous said...

oh look.

another one.

remember your job is marketing sweetheart.

if i could promise you 4 million pounds growth and a share value increase of 108 million but it'd mean galaxy would get 8.5 million in extra sales.

would you say NO, I WANT TO SELL MORE THAN GALAXY. and throw your toys out of the pram?

unfortunately sunshine, marketing is a lot more complicated than your course at watford prepared you for.

Anonymous said...

Gorilla was entertaining.
It didn't try and justify itself with too much thought.
It was brave for its time.

Non advertising people remember it because of this.
It was a Zag, in an over thinking industry.

Now lets all think of a better strategy for chocolate bars.

Anonymous said...

!dairy milk and its advertising has grown the 'market'."

Hahahahahahahahahahahahahahahaha!!!! This is a lesson in marketing is it? Hahahahahahahahahahahahahahahahaha!!!!

Anonymous said...
This comment has been removed by a blog administrator.
Anonymous said...

"I'm glad I don't work in marketing..."

You don't work in marketing yet you presume to lecture us all on marketing?

Anonymous said...

yeah i know. speaking slowly isn't my thing. just wanted to switch the debate from jealous ramblings.
we'd all love gorilla on our reel.

and shares in cadbury's.

Anonymous said...

"we'd all love gorilla on our reel."

Why is that whenever there's an argument on here some twat always pipes up about reels? Or awards? As if that then should signal the end of the argument. Try a bit harder.

Anonymous said...
This comment has been removed by a blog administrator.
Anonymous said...

it wasn't meant to end the argument.
just pointing out that my post was trying to steer the debate into marketing facts. as aposed to jealously saying 'gorilla didn't sell shit' mwaaaaa.

sorry if you're getting the wrong end of the flake.

Anonymous said...
This comment has been removed by a blog administrator.
Anonymous said...

Scamp must be in the loo or making a coffee if he hasnt deleted the last comment!

Anonymous said...
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Anonymous said...
This comment has been removed by a blog administrator.
Bentos said...

and I can't seem to be able to buy anything at WHSmiths over the last couple of years without being offered a free slab of Cadburys Dairy Milk.

THEY CAN'T GIVE IT AWAY!

And 4am, if the last couple of Guinness ads are anything to go by they have decided to swap ground breaking work for utter pants.

Anonymous said...

glad to see we're still debating the finer points of market growth.

didn't realise everyone wanted to just slag each other?


sorry....erm....you bunch of erm.......cunts?
(it's nice to fit in)

Anonymous said...

"The current state of the advertising industry might just fall under the heading 'advertising'."

It does for you, yes. Because here we are talking about advertising and all you can do is bang on about how it affects your salary. Which is why advertising (that is, advertising - not the industry) is in the dire state that it is - because people like you think it's all about you.

Bifidus digestivum said...

It's official. Uncreative advertising is more effective than creative advertising. 100% of the time. Without exception.

Anonymous said...
This comment has been removed by a blog administrator.
Anonymous said...

It's like watching One Flew Over The Cuckoo's Nest here.

Anonymous said...

OK fact fans. Galaxy sales have been increasing steadily for a while. Dairy Milk's sales enjoyed a small rise but nothing to worry the people at Mars. The sales data comes from Neilsen, who track what gets shipped to supermarkets and sold at the till. You can't cook the figures.

I think it's a good life lesson for everyone in the industry. Jaw-dropping TV spots are great and often effective, but they share a world where content deals and product development are equally good ways of connecting with the public. No wonder that new-generation agencies like RG/A, AKQA and Anomaly take innovation so seriously.

Anonymous said...

"Frankly I don't give a toss about any of it. I'm just bored and winding up the marketing guy is quite fun."

Marketing guy? Not me.

Ah, I get it - anyone who disagrees with a top flight creative like yourself must be in marketing or accountancy or bricklaying....

Anonymous said...

"but they share a world where content deals and product development are equally good ways of connecting with the public"

Er, they're not 'equally good' ways of connecting - they're better ways of connecting. Particularly if your business is about getting chocolate bars off the shelf. Of course, if your business is entertaining people with gorillas, a drumming gorilla ad would be just the thing.

Paul said...

Hey I didn't think you cunts could call each other cunts and get away with it on here any more

Anonymous said...

I know! It's cunting great!

Anonymous said...

4:51 PM
+
4:57 PM

the 'can't get a proper job so i got a digital one' guys have joined the debate.

did you not read the post where i clearly flagged the millions of pounds that gorilla and the pr around it has generated for cadbury?

now can you get back to thinking of new and interesting double click mechanism.

Anonymous said...

kiki, i was censored before so since scamp is on the toilet i'll finish, [No you won't. Scamp]

Anonymous said...
This comment has been removed by a blog administrator.
mm said...

where does the word cunt come from. I daren't google it for fear of looking like a cunt.

Anonymous said...

here you go...

http://en.wikipedia.org/wiki/Cunt

Anonymous said...

"did you not read the post where i clearly flagged the millions of pounds that gorilla and the pr around it has generated for cadbury?"

Yes, we did. Well, I did. We ignored it. Because you're wrong. Pissing in the wind, they call it.

I'm not in digital either.

There's a lot of that kind of thing from you though. An abusive comment, some industry relevant put-down and then you think you're free to proceed with whatever bollocks you wish. It'd be clever if it wasn't so fucking boring and childish.

Anonymous said...

also, just in case you're interested.

http://en.wikipedia.org/wiki/Gorilla_(Cadbury)

Anonymous said...

Scamp, how was your shit?

God, you turn your back for five minutes...

Anonymous said...

5:13 PM

sorry, i'm not wrong. wrote an entire paper on it.
tell me where you work and i'll pop a copy round.
half of the insults you're accusing me of i'm sure were written by other people.
i must get one of those google id's to stop the confusion.

Anonymous said...

"half of the insults you're accusing me of i'm sure were written by other people."

This wasn't you then:

"the 'can't get a proper job so i got a digital one' guys have joined the debate."

Yes, it was.

You wrote a paper on it? Ooooh. That definitely means you're not wrong then.

Wrote a paper on it... priceless.

kiki said...

anonymous-whichever one you are, sorry I missed all your willy waving before, I went to get a Galaxy...

...god i love their advertising.

Scamp - seeing as you started this mess, what is your thoughts on this??

Ki

Anonymous said...

not wrong about the facts.

as for the digital slur, it was purely a response to the ever present, eveything's shit if it ain't digital, sneers that pop up every now and again. think it's narrow minded, it got my back up so i thought i'd give them a little back. shouldn't have took the bait maybe?

Anonymous said...

"shouldn't have took the bait maybe?"

What bait? What are you talking about?

Honestly though, your 'wrote a paper on it' thing is still making me chuckle. And your offer to pop a copy round. You were serious weren't you?

Wrote a paper on it... lovely.

Anonymous said...

well, i did write the strategy for the campaign. it's part and parcel to write about the aftermath and the build up. otherwise, you don't learn anything.

Anonymous said...

"well, i did write the strategy for the campaign."

Strategy? Okay, I suppose one sentence technically counts as 'writing'...

Bentos said...

How do all the anonymouses tell which is which?

Blind men calling each other a cunt over a comb.

Bentos said...

..or bald men

or something

rhayter said...

Galaxy used to be nice when I was nipper. But then, so did Dairy Milk. Maybe because they feel more like a treat when you're a kid.

>sigh<

Yorkie's horrible now too, isn't it?

Anonymous said...

Galaxy tastes better than Cadburys, so it sells more.

But still annoyed I didn't buy Cadburys shares at £3.50 about 5 years ago.

Anonymous said...

the proposition isn't the strategy.

in fact, the brief, isn't the strategy.

strategy is what happens before, during and after the work has gone out.

that might just be our philosophy, but i hope you agree.

Anonymous said...

Cadbury are still the market leader are they not?

and they have generated far more pr and kudos for their brand than any short term twaddle about indulgent moments.

Gorilla was one of the few ads people I know outside the industry ever talked about.

Maybe the lamentable airport execution is more to blame for not building on that....

kiki said...

so you wrote the strategy (perhaps on a post it note, but I'm not here to judge) explain the strategy that takes you from a drumming gorilla to that awful airport based papp.

and speaking of disappointing ads - what are microsite playing at with the Bill Gates/Jerry Seinfeld ads? did you write the "strategy" for these guys too? :-0

Anonymous said...

kiki kiki kiki...

mm said...

cheer anon 5:13. What a wonderful story.

Anonymous said...

this hits on one of my pet peeves in advertising.

show me a conspicuous advertising success, one that's been undeniably embraced and loved by the popular culture and clearly is great, and i'll show you a bunch of killjoy bean counters all too eager to prove that being cool and having fun doesn't sell. it doesn't move product. being dull and invisible does, is their thesis.

they said it about alka-seltzer "meatballs".and they're saying it about gorilla?

gorilla (literally) rocked and we all know it. cadbury's dairy milk was in a coma. it jolted it out of the coma. job done.

advertising isn't the ONLY thing that affects sales of consumer products. pricing, distribution, etc also play a role. and confectionery isn't a rational decision. i bet if you asked kids (not pre-menstrual women) which one they liked they'd opt for the one with the drumming gorilla.

the future is cadburys! viva cabral!

Anonymous said...

Which would you guys rather hear was a success? Gorilla or Galaxy ads? We need stuff like Gorilla to work to keep pushing the creative and strategic envelopes. I can't believe some here are gloating over these figures

Anonymous said...

"i'll show you a bunch of killjoy bean counters all too eager to prove that being cool and having fun doesn't sell. it doesn't move product. being dull and invisible does, is their thesis."

Zzzz and fucking zzzzz. What are you, eleven-years-old? Why do you think that people who quite rightly think Gorilla was a waste of time and money are necessarily bean counters? I'll tell you why - because you're a [censored] who's slavishly devoted to notions of 'cool'. The joke being, of course, that there's nothing - nothing at all - cool about advertising. And certainly nothing cool about Gorilla.

daisy said...

You're the anti-Drugstore guy, aren't you?

God, you seem very angry. Did Daddy kiss you a bit too much when you were a baby?

Let it go. People have opinions that differ to yours. Amazingly they're almost always in the overwhelming majority. But that doesn't mean you're wrong. Maybe you just need a nice cuddle.

Scamp said...

Someone asked my opinion; it's the same as 7.53's.

As Creatives, we should worry a little bit about whether the products we advertise are successful but not too much, since so many of the success factors are outside our remit - media buying, price of the product, and yes, the quality of the actual product itself.

We should mostly worry about doing great ads. And Gorilla was a great ad.

]-[appy Thought said...

@ Anon 5:08

Digital is no less improper. It's just different. Some of us just don't like posters.

And we've never left the debate. Some of my best digital friends are anonymous...

]-[appy Thought said...

Also. The new guness ad. Bit if a resemblence to this internet hit from a few years ago? Or am I trying to hard with this one?

http://www.metacafe.com/watch/178495/what_a_clipjuiuyiu/

Anonymous said...

great!

I hope this will put the right perspective on Cannes lions (and all other ad festivals): as the biggest idiotic crap ever thought of.

Granny said...

Galaxy have never had to recall 2 million bars due to salmonella scares. Dairy Milk was in real trouble before the bloke in chimp suit came along.

Anonymous said...

Which new Guinness ad?

Anonymous said...

this has to be the worst blog i have ever read. it's full of toss. everyone on here is either a bored creative who doesn't produce any work and has nothing to be getting on with, or it's placement fodder trying to be creative on a blog in a hope that someone will notice them.

none of you have any idea what is happening outside the advertising world because you spend too much time on blogs like this.

You all need to get out more...

seid soid suid siid said...

Oh dear. Blog mistake No.1
Complaining that everyone who writes on a blog is a loser, by writing on a blog.
This immediately nullifies anything you say and brands you a poofacehead.

Anonymous said...

>>>Zzzz and fucking zzzzz. What are you, eleven-years-old? Why do you think that people who quite rightly think Gorilla was a waste of time and money are necessarily bean counters? I'll tell you why - because you're a [censored] who's slavishly devoted to notions of 'cool'. The joke being, of course, that there's nothing - nothing at all - cool about advertising. And certainly nothing cool about Gorilla..>>>>


uh, no i'm not. i've just been lucky enough not to be embittered by this industry. i've actually had fun. you actually can do cool stuff and have a good time. you should try it. it's great! (bransonian toothy grin)

Anonymous said...

Gorilla is someone's (self) indulgent moment that has been made into an ad.

Anonymous said...

When you have a creative director at BBH telling you it's ok to nick ideas from youtube it pretty much sums up this business.

right off to youtube after i'm finished sourcing images on flickr...

Anonymous said...

Look, this has gone on long enough.

Has anyone seem the posters of the fat ginger kid on London Underground?
What's that all about?

Anonymous said...

GET A FXXXING LIFE YOU LOT. IF YOU HAVE A JOB IN AN AGENCY: DO SOME WORK. IF YOU ARE A STUDENT: GET A SODDING JOB. STOP WHINGING ABOUT SUCCESSFUL ADS YOU ALL WISH YOU'D DONE. BORING. BORING. BORING.

f said...

SCAMP. HOLD A VOTE AND WE'LL FIND SOMETHING OUT. SIMPLY ASK:

what do you prefer:
GALAXY or CADBURYS?

and i think the results might make us all look a little stupid debating this.

I bet you the taste is directly related to the sales. I bet you.

someone with better taste and more cash than you said...

L'Artisan Du Chocolat you bunch of fucking plebs.

Gary Bembridge said...

I have always been unpopular on my blog and when talking to my agency teams, as I always thought the Gorilla ad was not great advertising as it does not sell the product. Galaxy ads do. The Gorilla ad is maybe more fun to watch but.....

Anonymous said...

anyone who puts their star sign on their profile hasn't got clue anyway.

Hopefully you're being ironic but I very much doubt it.

Anonymous said...

of course it wasn't a failure.
Juan earns £1 mill a year, he directed 2 big budget ads in the uk and now he's being paid to go do nothing in Argentina.

Sounds like big a success to me.
For him, anyway.