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A UK confectionery company faces negative reactions after announcing the release of a new multi-color chocolate bar to promote diversity in India.
The controversy began when Cadbury, the second largest confectionery brand in the world, announced the creation of its "Unity Bar" earlier this month. The chocolate bar, released on August 15 for Independence Day in India, contains a blend described by the company as "dark chocolate, milk and white-mixed, all in one package" .
The limited edition bars were sold at 72 rupees, or about $ 1.01, in honor of the 72nd anniversary of India's independence. Ogilvy, the global advertising agency that worked on the campaign with Cadbury, said the candy was a "powerful message of unity".
"India is a diverse country, with people from different castes, beliefs, languages, regions, religions, all living together, but not always with love," Ogilvy said in a message posted on his blog. website.
However, some people felt that the campaign had missed the target.
"Congratulations to Cadbury for solving racism," commented New York Times restaurant critic Tejal Rao on Twitter. Other social media users seemed to have the same ideas.
This announcement was hailed, notably by Cadbury's decision to use many of India's 22 official languages in its advertisements, but the general presentation of the Bar Association became a source of indignation.
Some even likened the campaign to "Live for Now," a now infamous advertisement for Pepsi, starring Kendall Jenner and accused of appropriating social justice movements. Pepsi then withdrew the advertisement and Jenner admitted to regretting his involvement.
"It's as absurd as Kendall Jenner to fight police brutality with a Pepsi," said a Twitter user about the chocolate bar.
Some social media users were more comical in their reviews, sharing lyrics, jokes and other information about the chocolate brand.
Cadbury, founded in 1824 in Birmingham, UK, is owned by Mondelez International, which also owns brands such as Oreo, Triscuit, Philadelphia Cream Cheese and Trident Gum.
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