Cadbury
Cadbury is a British multinational confectionery company wholly owned by Mondelez International (originally Kraft Foods) since 2010. It is the second largest confectionery brand in the world after Mars. Cadbury is internationally headquartered in Uxbridge, west London, and operates in more than 50 countries worldwide. It is known for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and many other confectionery products. One of the best-known British brands, in 2013 The Daily Telegraph named Cadbury among Britain's most successful exports.[1]
Dairy Milk Bliss Ad
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 mentioned that she was shocked by the ad, intended as a tongue-in-cheek play on Campbell's reputation for diva-style tantrums and behaviour. She said that It's upsetting to be described as chocolate, not just for me but for all black women and black people, she also do not find any humour in this ad. It is insulting and hurtful.[3]
Equality group Operation Black Vote called on Cadbury to apologise because of the ad. They mentioned that, “Racism in the playground starts with white children calling black children ’chocolate bar’. At best this is insensitive and, at worst, Cadbury’s utter disregard for a community’s feelings. Their white euro-centric joke is not funny to black people.”[4]
The Advertising Standards Authority has so far received four complaints about the campaign – three from members of the public and one from OBV – that the ad is offensive and derogatory because it compares black women to chocolate. However, the ASA council said that the ad was "likely to be understood to refer to Naomi Campbell's reputation for 'diva-style' behaviour rather than her race".[5]
Clarification
Cadbury says in a statement on its website that it takes its responsibility to consumers very seriously and would never deliberately produce marketing material that could cause offence to any section of the society. They also mentioned that this campaign is never indented to offend Naomi, he family or anybody else and sincerely sorry that it has done so. The advertisement is no longer in circulation and will not be used for future Cadbury promotions. Cadbury says it has been in discussion with Campbell’s solicitors who have accepted its apology on behalf of her “as a conclusion to the issue”.[6]
References
- ↑ Cadbury. Retrieved on December 26, 2020.
- ↑ Mcalpine, Fraser. Naomi Campbell Attacks Cadbury’s Over ‘Racist’ Advert. Retrieved on December 26, 2020.
- ↑ Sweney, Mark (2011). Cadbury apologises to Naomi Campbell over 'racist' ad. Retrieved on December 26, 2020.
- ↑ O'Reilly, Lara (2011). Cadbury apologises for “racist” Naomi Campbell ad. Retrieved on December 26, 2020.
- ↑ Sweney, Mark (2011). Cadbury's Naomi Campbell ad not racist, rules watchdog. Retrieved on December 26, 2020.
- ↑ O'Reilly, Lara (2011). Cadbury apologises for “racist” Naomi Campbell ad. Retrieved on December 26, 2020.
