Cadbury Unites Chocolate Types In 1 Bar To Embrace Diverse Skin Tones & Cultures
By Mikelle Leow, 21 Aug 2019
Video screenshot via Ogilvy
Cadbury takes beautiful diversity and packages it with love. The chocolate brand has created the ‘Unity Bar’ for customers in India, where representation is needed but not as well-embraced.
The ‘Unity Bar’, conceptualized by communications agency Ogilvy India, combines four Cadbury chocolate types into a single bar: dark; blended; milk; white.
In India, people are classified by their caste, language, religion and region, creating an unnecessary slew of prejudice. As such, Cadbury developed the ‘Unity Bar’ for the Indian market encouraging consumers to celebrate “a rainbow of brown, a giant bouquet of mother tongues, a churring confluence of cultures.”
The new chocolate bar, retailing for Rs. 73 (US$1.02), was advertised on The Economic Times newspaper during India’s 73rd Independence Day in an equally surprising way. A full-page advert was printed on the paper in Kannada, Telugu and Marathi languages, indecipherable for readers who don’t understand them.
The ad was accompanied with the text, “The headline above is not a misprint. It is in Kannada/Telugu/Marathi. It says—Sweet things happen, when we unite.”
Acceptance never tasted so good.
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This Independence Day, let's celebrate a country that stands united in its diversity. Presenting the Cadbury Unity Bar, India's first chocolate with dark, blended, milk and white chocolate all under one wrap. #CadburyUnityBar #IndependenceDay
A post shared by Cadbury Dairy Milk (@cadburydairymilkin) on
Whoa!! Well done, Cadbury's (and Ogilvy), using a Kannada headline in the Mumbai edition, Telugu headline in the Delhi edition and a Marathi headline in the Bengaluru edition. Point made beautifully! Lovely idea that turns our usual Hindi-centric advertising on its head :) pic.twitter.com/XXXCdlcskG— Karthik (@beastoftraal) August 15, 2019
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