Creating a lasting feeling or emotion is often central to the endurance and success of a confectionary brand. And few are as recognizable as Cadbury, now owned by Mondelez International.

Cadbury boasts over £122 million in turnover, over 70,000 employees, and a global reach spanning 50 countries. Though they have had their share of ups and downs through the years, clever and memorable marketing has ensured that the British confectioner has a fixed presence in consumers’ minds.........

1. The 2007 Gorilla is considered one of Cadbury’s most memorable marketing campaigns. Aside from the points mentioned in the case, what other factors may have contributed to this?

2. Throughout its existence, Cadbury has used a variety of strategies. Should a brand use so many different strategies?

3. The fiasco surrounding the treasure hunt campaign caused a nationwide backlash. When does a campaign go too far, and what considerations should be made before deploying strategies that seek to elicit an emotion?