Racist chocolate?
So, according to the ASA, Cadbury was not racist when it compared the ‘demanding diva’ Dairy Milk Bliss chocolate bar to the reportedly diva-esque tendencies of Naomi Campbell. It is obviously not acceptable to compare a black woman to a chocolate bar, if that was indeed the case, but the advertising standards agency has now established that it wasn’t – it was the implied behaviour that was being highlighted in the ad.
Casual racism should certainly not be condoned, yet I’m not convinced that Naomi’s response of claiming to be insulted and offended was the most effective route to take. In some ways, it emphasised the focus on her ‘diva-style’ behaviour and trivialised the very real problem of actual racism in public life. Maybe a response based on humour or even ridicule of a the advertising campaign would have seen a more sympathetic response.
It is, however, not the first time Cadbury has got into hot water. Previous race rows have erupted over Trident gum and Galaxy ice cream ads. I may be cynical, but it is arguable a very effective way of ensuring column inches when the launch itself would have gone by somewhat unnoticed.
All the best,
Katrine Kjoeller, Editor
Sweets & Snacks Europe
