Chocolate is a food associated with comfort and joy. Chocolate brands, on the other hand, often have trouble evoking these feelings in their interaction with consumers.

Cadbury turned to guerilla marketing across YouTube to improve their brand position. They picked some of the most viewed joyful videos on the Internet, those with over 50 million views each, and designed unskippable pre-roll ads featuring the real people from the videos. The ads transitioned seamlessly into the videos themselves, creating a new narrative in which the original feel-good video was inspired by people eating their chocolate.