Cadbury

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Cadbury is a British worldwide confectionery company completely owned by Mondelez International (initially Kraft Foods) since 2010. It is the second biggest dessert shop brand in the world after Mars. Cadbury is globally settled in Uxbridge, west London, and woperates in more than 50 countries around the world. It is known for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and numerous other sweet items. A standout amongst other realized British brands, in 2013 The Daily Telegraph named Cadbury among Britain's most successful exports.[1]

Dairy Milk Bliss Ad

Cadburry Bliss ad "move over Naomi, there's a new diva in town"

The ad, which depicts a chocolate bar called Dairy Milk Bliss reclining on a bed of diamonds, has the tagline “Move over Naomi, there’s a new diva in town”.[2]

Controversy

Naomi Campbell said that she was stunned by the advertisement, expected as  a tongue-in-cheek play on Campbell's reputation for diva-style tantrums and behaviour. She said that it's disturbing to be depicted as chocolate, for her as well as for black women and black people, she does not discover any humor in this advertisement. It is annoying and terrible..[3]

Equality group Operation Black Vote called on Cadbury to apologize as a result of the advertisement. They mentioned that racism in the playground begins with white kids calling black kids 'chocolate bar'. Best case scenario, this is uncaring and, to say the least, Cadbury's absolute dismissal for a community’s feelings. Their white euro-driven joke isn't amusing to black people.[4]

The Advertising Standards Authority has so far got  complaints about the campaign – three frommembers of the public  and one from OBV – that the ad is hostile and  derogatory because it compares black women to chocolate. However, the ASA council  said that the advertisement was "likely to be perceived to refer to Naomi Campbell's standing for 'diva-style' instead of her race".[5]

Clarification

Cadbury says in an explanation on its site that it pays attention to its duty to consumers seriously and could never purposely create advertising material that is offensive. They mentioned that this campaign is never indented to affront Naomi, her family or any other individual and genuinely heartbroken that it has done so. The is no onger available for use and won't be used for future Cadbury promotions. Cadbury says it has been in discussion with Campbell's solicitors who have acknowledged its statement of regret on behalf of her “as a conclusion to the issue”.[6]

References

  1. Cadbury. Retrieved on December 26, 2020.
  2. Mcalpine, Fraser. Naomi Campbell Attacks Cadbury’s Over ‘Racist’ Advert. Retrieved on December 26, 2020.
  3. Sweney, Mark (2011). Cadbury apologises to Naomi Campbell over 'racist' ad. Retrieved on December 26, 2020.
  4. O'Reilly, Lara (2011). Cadbury apologises for “racist” Naomi Campbell ad. Retrieved on December 26, 2020.
  5. Sweney, Mark (2011). Cadbury's Naomi Campbell ad not racist, rules watchdog. Retrieved on December 26, 2020.
  6. O'Reilly, Lara (2011). Cadbury apologises for “racist” Naomi Campbell ad. Retrieved on December 26, 2020.