Gorilla tactics help marketing material get right up to date

13 November 2007 – for immediate release

A ground-breaking method of targeting students with ‘gorilla’ tactics has helped take relationship marketing to a new level.

A project based at Aston University has teamed up with confectionery giants Cadbury to provide video material currently being used in teaching and learning across the West Midlands.

The work has been linked to Cadbury’s recent re-launch of the Wispa bar to help explain the impact of the new world of social networks and the internet’s influence on the marketing mix.

The project has called on the gorilla famously featured in recent Cadbury’s advertising combined with a look back at adverts from the 1980s to look at how the internet has changed companies’ relationships with consumers.

The project – called Business and Learning Connections - takes ‘real world’ case studies and expertise and delivers it directly into classroom environments through the use of video and multi-media.

The recent re-launch of Wispa has been all about marketing and positioning. Radio stations have handed out prizes, social network sites have gone Wispa-crazy and the ads have been viewed on You Tube more than one million times.

Dr Mark Palmer, from Aston Business School, said: ‘Within Aston Business School we have been looking at adding more punchy and practical teaching innovations into our courses. The DVD of Cadbury’s re-launch of the Wispa bar fits nicely into this mould. It blends seamlessly into my first year principles of marketing course, while the retro marketing content and the question and answer format is original, thought-provoking, and a very enjoyable watch to boot.’

Joe McConnell, project manager for Business & Learning Connections, said: ‘The project could not succeed without the tremendous support it gets from the business community. The response from Cadbury and many other businesses around the region has been extremely encouraging.’

Peter Creighton, licensing strategy director at Cadbury Schweppes, said: ‘We were very happy to again work with the Business & Learning Connections project by providing our commercial expertise to help bring the real world of business into the lecture theatre. It has been particularly good that in this video we have, through the re-launch of Wispa as a limited edition, been able to describe the impact social networking sites and the internet in general has had on the traditional marketing process. We look forward to working with the project again in the future.’

The Business & Learning project is funded by Advantage West Midlands and learning material produced through the project is offered free for use within accredited learning providers across the AWM region. To find out more about the project, which also features Biz TV, go to www.businessandlearningconnections.co.uk.


For further information please contact Joe McConnell, Business and Learning Connections, on 0121 204 4230

For further press information please contact Mark Whitehouse on 0121 702 2525

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Clarke Associates

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B28 9AP

Business and Learning Connections

Aston Media

Aston University

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