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In this day and age, you might think that a message promoting unity would be well received, right?
Well, the thing is, it has to be actionable.
What is the message doing to actually bring people together? Is the company donating to charities that would benefit struggling groups? Or is it just a message for the sake of patting themselves on the back?
With Cadbury, it seems to be the latter.
Cadbury released an advertisement promoting a chocolate bar that brought together four types of chocolate in one bar:
This Independence Day, let's celebrate a country that stands united in its diversity. Presenting the Cadbury Unity… https://t.co/usxBKz01F7— Cadbury Dairy Milk (@Cadbury Dairy Milk) 1565810060.0
The bar, released to promote India's Independence Day, blends dark chocolate, blended chocolate, milk chocolate, and white chocolate into one bar.
Its limited release seems like a good gesture in theory, but really, is it enough?
@Krip_23 Hi, Cadbury Unity Bar is a limited edition release. Thanks to love and support from consumers like you, we… https://t.co/FQXIg9APvq— Cadbury Dairy Milk (@Cadbury Dairy Milk) 1566384011.0
A significant portion of the internet have raised eyebrows.
*looks directly at camera* https://t.co/7cFstUnVih— Saeed Jones (@Saeed Jones) 1567099935.0
*wipes hands off* and that's the end of racism https://t.co/FyeHRktuGH— David Mack (@David Mack) 1567100075.0
congratulations to cadbury for solving racism https://t.co/ndPsolKTKI— Tejal Rao (@Tejal Rao) 1567101268.0
not even the onion https://t.co/RKiZzyFdU4— Mollie Goodfellow (@Mollie Goodfellow) 1567101026.0
This is as absurd as Kendall Jenner fighting police brutality with a Pepsi https://t.co/AQ0Yq9VG4n— Imani Gandy🔥 (@Imani Gandy🔥) 1567097481.0
Also, there is another simple question: why is the bar segregated?
why are they all segregated by color then https://t.co/qvFeIW0fQc— jonny sun (@jonny sun) 1567103835.0
"I have a dream that my children will not be judged by the color of their chocolate, but by the content of their cr… https://t.co/Pokihk9aQv— ziwe (@ziwe) 1567100382.0
can’t you just pay us like white people https://t.co/1rACpUOq5R— Nancy Leong (@Nancy Leong) 1567101370.0
@adage https://t.co/zgQ2VP9ApV— Fredo #GetJackTo10k (@Fredo #GetJackTo10k) 1567105735.0
@adage Fixed it https://t.co/E0WKdX4HSn— Rocky Mountain Views (@Rocky Mountain Views) 1567112829.0
Among the bar's critics is self-described "ex-teen heartthrob" Devon Sawa, best known for his roles in Final Destination and Casper, The Friendly Ghost.
Sawa tweeted:
“Freeze!! Police!! Get on the ground...Now!!” “Wait!!! Have a Cadbury unity bar and chill” “He’s right Dale. Try th… https://t.co/gTjM9wJ2sF— devon sawa (@devon sawa) 1567140962.0
What a brilliant business plan!
@DevonESawa Someone get this to the CEO of racism quickly— Anthony Gabriel (@Anthony Gabriel) 1567141245.0
@DevonESawa It's like that ad with What's-her-face handing the cop a Pepsi.— Jill Daviau 🇨🇦 (@Jill Daviau 🇨🇦) 1567143215.0
@DevonESawa Does it come as a gun milk alternative? I’m MAGAtose intolerant.— 🇨🇦🇱🇧Mark Ghanimé (@🇨🇦🇱🇧Mark Ghanimé) 1567143849.0
@DevonESawa The irony in this is that white chocolate isn't chocolate.— Ryan Charaba (@Ryan Charaba) 1567141371.0
While Cadbury's message was supposedly made to address colorism and the caste system (which divides society into four main categories—just like the bar divides its chocolate into four categories), the message did not come through in such a way that made sense to consumers.
@adage Is the white chocolate at the front of the bar?— Fear Neonculum (@Fear Neonculum) 1567106853.0
@adage Racism has been solved— Budgorj (@Budgorj) 1567108531.0
@adage Wow thank you for solving racism with this brave candy bar— Alex Berg (@Alex Berg) 1567099880.0
@adage Well that’s it folks!! Mark this day down in your calendars as the day racism has officially been ended!!!… https://t.co/PA5FOFgu9g— awesomeSauce 🤙 (@awesomeSauce 🤙) 1567106792.0
@adage Woke capitalism is so tedious.— Business Cat 🇮🇪 🏳️🌈🇪🇺 (@Business Cat 🇮🇪 🏳️🌈🇪🇺) 1567122826.0
Better thoughts next time, Cadbury. Until then, Kendall Jenner and Pepsi can commiserate.
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Listen to the first two episodes of George Takei's podcast, 'Oh Myyy Pod!', where we explore the racially charged videos that have taken the internet by storm.
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