Promo & Activation drove this campaign. Chips Ahoy! was launching into a market that knew almost nothing about the brand.

That means this entry’s relevance in this category is twofold

1) It needed to quickly create an event that drove understanding of the product and the brand, and

2) In a competitive and mature category, it needed to make a quick sales impact.

We hijacked the multi-award winning Cadbury Dairy Milk drumming ‘Gorilla’ TV ad, remaking a version where ‘ambassador of disruption’ – the Chips Ahoy Cookie Guy – unplugs the music from the iconic advert, leaving the Gorilla music-less.

The spot ran in the UK’s biggest show, The X Factor with the Cookie Guy simultaneously infiltrating Cadbury’s Twitter and Facebook content – hitting all those who turned to their social media newsfeeds to react and share what they’d just seen.

We even targeted the original Cadbury Gorilla ad on YouTube so those who fancied watching it again still couldn't escape.

Despite the significant jeopardy involved in messing around with one of the UK’s advertising crown jewels, positive sentiment on the campaign was 71% - leading to an amazing sales hike.

Sales of Chips Ahoy! increased by 55% in the week after the campaign broke

Across the launch, Chips Ahoy! went on to sell the equivalent weight of 1274 adult gorillas in just two months with sales amongst younger consumers outperforming the category by 10%

By aping the media behaviour of our target audience we’d delivered Chips Ahoy a noisy and successful launch.