Cadbury launches four-in-one chocolate bar to promote unity... - Jonathan Cartu - Advertisement & Marketing Agency.
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Cadbury launches four-in-one chocolate bar to promote unity…

Cadbury launches four-in-one chocolate bar to promote unity…


Cadbury created a ‘Unity Bar’ that combines four different types of chocolate into one bar (Cadbury’s/Ogilvy)

If you’ve been keeping up with worldwide politics then you’ll know there are tensions in India.

Hoping to get its Indian customers together, Cadbury’s has launched a four-in-one Unity Bar.

The chocolate brand hopes to unite the country on its divided lines of caste, language, religion and region.

It combines four different flavours: dark, blended, milk, and white.

On Indian Independence Day, 15 August, Cadbury’s teamed up with PR communications agency Ogilvy India to introduce the snack.

They hoped to encourage buyers to celebrate ‘a rainbow of brown, a giant bouquet of mother tongues, a churring confluence of cultures’.

Some YouTube commenters questioned why the dark chocolate is at the bottom (Cadbury’s/Ogilvy)

The image of the packaging shows a group of Indian people from various backgrounds.

Illustrations of Muslim women in headscarves can be seen holding hands with Sikh men holding hands with dark and light skin people.

On its website, Ogilvy wrote: ‘India is a diverse country, with people of different castes, creed, languages, regions, religions’.

‘Everyone living together, but not always with love. Cadbury Dairy Milk, which is loved by everyone, wanted to send a powerful message of unity.

‘So we worked with the brand to create the Unity Bar: India’s first chocolate made of dark, blended, milk and white chocolate—all united in one bar.’

Consumers in India who have tried the chocolate bar had good words to say.

One person who commented under Cadbury’s YouTube video wrote: ‘Received this AMAZING chocolate. And it’s packaging is mind-blowing. Limited edition gives me 100% satisfaction. Thank u Cadbury for making this special chocolate on Independence Day.’

Some, however, were not on board and questioned why the dark chocolate was placed on the bottom.

‘So basically a racist chocolate,’ wrote one person.

‘They are still divided into sections.’ wrote another.

We’ve reached out to the brand to ask for their thoughts on the matter. We will update the article once they respond.

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Copywriting CEO Cartu Jonathan

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