Cadbury takes stand against racism and intolerance online with ‘Symbol for All’
Cadbury has taken a stand against online racism and intolerance, unveiling a ‘Symbol For All’, created by Ogilvy Melbourne.
The symbol was initially intended to be revealed on the United Nations’ World Harmony Day, 21st of March, however was delayed due to the Christchurch terror attacks.
Cadbury’s symbol for all will be used to respond to hate-filled comments on its social media platforms.
mercifully beautiful
The same as Pepsi, I hope this disgusting attempt to commercialise a social issue backfires. Whoever signed this off should be embarrassed.
This reminds me of when Woolworths tried to brand Anzac day with ‘Fresh in our memories’. I’m sure you had a few discussions around how to approach this respectfully in regards to the Christchurch tragedy but I honestly feel like you got it wrong. How would you feel if you were a victim of a terrorist attack and a multinational company tried to attach their branding to your suffering? There are better ways you could have handled this, for your sake it hope it wasn’t a half hearted attempt at picking up a few awards. These issues are much to important for that.
One of the least authentic and clumsiest marketing attempts I’ve ever seen
Honestly, all they had to say was
“Cadbury… hey at least we aren’t Nestle”
Time for a clear out of both the creative dept at Ogilvy and the marketing team at Cadbury. This “campaign” is a blight on our industry.
Cadbury receives racist hate from trolls on Facebook,
then responds to these comments with this symbol.
Addresses a real brand issue.
It’s bad enough you’re trying to use an anti-racism message to sell easter eggs. Why drag Christchurch into it too?
How this ‘idea’ got the green light from everyone at Cadbury and Ogilvy is beyond me.
What a load of garbage.
Sad it took that many people to produce this infantile dross. Cadburys you’re done for me.
Interesting how so many people take credit for something that looks like a 5 year old doodle ,still missing the point ,will never buy their Muslim taxed chocolate ever again
30 people credited with a splodge.
30 people who presumably didn’t ask why the hell this campaign is happening and should it.
Hint: you shouldn’t. You make chocolate. You aren’t the UN.
If you want to respond to the ills you see in culture, great! Do it in how you treat every last person who touches your supply chain, from the lowest paid farmer to the global CEO. Adopt it in how you hire, in how you promote from within and in who makes up your leadership and board (current Mondelez board consists of 10 men, 3 women, all white). Be culturally aware with the varieties of chocolate products you make.
Then one day, far into the future when you are actually living the values you espouse, maybe then quietly say something external about it. Maybe that start could be putting someone, anyone, other than white bread middle class Anglo Australian’s in some of your ads.
It’s just an idea.
What a tokenistic, poorly thought out piece of shite. And just in time for Easter too. I thought Cadbury was meant to be about sharing joy, not trying to commercialize a cause. The creatives on this should have known how this would look. The best thing to happen would be for Cadbury to remove it and do something that will actually have some impact.
What a complete coincident the symbol for all is Cadbury purple. If there was ever an example of Adland being out of touch this is it.
How can criticizing a religion be racist, if a person criticised a person from another country that’s racist. Muslims, Christians and Jews come from many countries. What l want to know is why does Cadburys only cater to the Muslim religion can’t they do Kosher for the Jews or what ever they do for the Christians. Islam is only a very minute religion in this country. So please explain why you cater for a minority and not for the majority.
If this is the best Ogilvy Melbourne can do then it’s time for a clear out.
So sad to see the agency get worse and worse and worse.
Yes Cadbury…please DO explain…we all want to know?
Boycott your nonsense .. no more anti western cadbury
You can fuck off Cadbury..This is Australia [edited under Mumbrella’s comment moderation policy]
Those who champion intolerance are intolerant of views that oppose the views they say others must tolerate or espouse as nice and spice. Hypocrites!
Agree a 2 year old could do better .
Cadbury eggs are about all thats left in the supermarkets because of their halal certification. Is this their clumsy attempt to recover market share? Epic Fail!
Cadbury lost the plot when they embraced halal to the exclusion of the market clearly a failure because I live in high Muslim area I’ve gone to Coles and Woolies and noticed many people ignoring Cadbury, and now they are reducing the weight but Price stays the same.
How can cadbury sell easter eggs when they support the moslims.
Heres an idea, Why don’t Ogilvy and Cadbury commit their next 12-month retainer or otherwise to this cause. No more ads, get this bullshit out of the market, be transparent and nominate your “commitment” to a charity that might actually help the problem. Who knows, could actually make for a great award submission.
As an Aussie ex-pat living OS, I was sent this. Ill-considered and real shame to see this coming out of Australia. I hope the Cadbury global marketing team are watching the shocking sentiment around this. Not a great look.
Cadbury you had the Market for years. Everyone loved Cadbury Chocolates until you decided whether it had to do with money or not put the word HALAL on your packages showing that you support cruelty even though Chocolate isn’t from Animals. As far as the New Logo maybe you should have consulted the people who buy your Chocolates and let them do a design for you. Remember without the People whether it’s you or another Company your CUSTOMERS come first and sadly to say you put us last
Cadbury marketing would do better to call these eggs “devil eggs” or “ hypocrisy eggs” …… more in line with corporate culture.
Your new halal marketing logo looks like [edited under Mumbrella’s comment moderation policy] ……. disgusting promotion.
Who ever authorised this logo must be perversion personified.
Go crawl back under your rock.
All I see is a failed attempt at virtue signaling
Totally agree, just a huge circle jerk between Ogilvy and Cadbury. Another brain child from the BHC’s who run that joint.
This new Cadbury logo looks like the [edited under Mumbrella’s comment moderation policy] as per the FBI webpage …… Shame shame shame
It took how many people to create that????????
No wonder chocolate is not cheap!
Reckon a five year old could do better
21/04/2019
Oh the gold plated irony of a great anti-troll creative idea being trolled by anonymous trolls….
Haha you must work there if you think it a great idea. In which case I feel sorry for you on two counts.
Intrigued by this but also the comments. My research (Talking the Walk2) shows that consumers actually want companies to step up and speak out on issues that matter to customers, and yet advertising agencies that are advising companies really dont get it. The Gillette campaign about male behaviour was a great example of a company taking a stance but then executing it poorly. I think this is another example….I actually really like this idea but it does seem very self indulgent. If anyone would like to know HOW to communicate a social stance, a higher purpose, CSR, CRM or whatever the hell its called, check out https://www.cavill.com.au/talking-the-walk/