A Millward Brown LINK test for Gorilla?

Meanwhile over on Millward Brown's blog, the ever provocative Charles Frith has challenged the normally unflappable Nigel Hollis to use MB's proprietary pre-testing system to test and improve upon Cadbury's "Gorilla" and make the results public!

So far Nigel has chosen to stonewall a bit by saying that it had already been successfully LINK tested but that he could not confirm or deny the results it got or whether it was changed as a result of the test. Intriguing. Perhaps someone (Mike?) could have a quiet word with Phil Rumbold and ask him to release the learnings to the industry for the greater good.

Charles suggested testing an ad that has not been tested before.  Nigel's comments on an earlier post suggested that he would be up for the challenge. Any suggestions?