Scrolling through the Twitterverse and I stumbled upon something quite extra ordinary, Cadburys Chocolate under fire for racism – or so it seemed on the surface. There was an article circling which was apparently being misunderstood by many – or as observed by others – they hadn’t even read the article.
To celebrate India’s Independence Day on August 15, which honored the country’s independence from the British Empire in 1947, Cadbury introduced the limited-edition Unity Bar. It features in a single block four different types of chocolate: dark, blended, milk and white. The outside packaging also features graphics of faces with a spectrum of skin tones.Adage.com
Large companies such as Cadbury are more than aware of the attention that addressing diversity will bring to them, it was an interesting time and a place to release this what some might call a monstrosity others might call the answers to their indecisive prayers. The principle behind the message is inherently positive however falls entirely short on the delivery, the use of outrage marketing whether purposeful or not, has created a negative connotation with their message. There were several reactions on Twitter saying that’s the end of racism then, problem solved, there were also several more questioning how is it unity if they are all different colours.
End the end of the day Cadbury got exactly what it wanted which was attention for the new product they were launching, there will be 1000s who complain and still probably try one, who wouldn’t its a selection of all chocolate in one bar, no need for indecisiveness now. The criticism they receive will be no different to the next company to do something similar.
My personal feeling on the situation is that its probably an unnecessary addition to a range launched in a country which is celebrating its independence from the British Empire, it seems somewhat like mocking coming from a quintessentially British brand. Cadbury started importing chocolate to India in 1948, a year after independence from the British Empire.
Global advertising agency Ogilvy, who worked with Cadbury to release the product, told Fox News: “India is a diverse country, with people of different castes, creed, languages, regions, religions.https://www.thesun.co.uk/money/9827023/cadbury-unity-bar-india-diversity/
“Everyone living together, but not always with love. Cadbury Dairy Milk, which is loved by everyone, wanted to send a powerful message of unity.”
There will be more companies in the future firing lines who are to interpret their version of the struggle of the few to the many and much like the initial outrage caused by the Dove ‘Real Women’ campaign the negativity will subside and we will realise that raising awareness is just as important.
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