Cadbury's Unity Bar promotes diversity with four different kinds of chocolate

Marketers are embracing diversity in myriad ways, from bringing to the fore stories of underrepresented groups to featuring different and varied individuals in their casting. But in India, candy brand Cadbury is upholding the cause in a unique way—through a chocolate bar. To celebrate India’s Independence Day on August 15, which honored the country’s independence from the British Empire in 1947, Cadbury introduced the limited-edition Unity Bar. It features in a single block four different types of chocolate: dark, blended, milk and white. The outside packaging also features graphics of faces with a spectrum of skin tones. In a social post, the brand stated, “This Independence Day, let’s celebrate a country that stands united in its diversity.” “Made to celebrate India and her people because sweet things happen when we unite,” the Unity Bar film reads. The campaign was created out of Ogilvy India. The bar was also featured in social film as well as a print ad that ran in The Economic Times. 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 As with previous brand efforts to celebrate diversity through a more wide-ranging color palette (see Crayola's multicultural crayons), some viewers scoffed at what they see as a shallow attempt to address big world problems. This is everything wrong with diversity. You force in a set amount of predefined difference and it's going to taste awful. I would rather see a range where you don't know what you're going to get, but it's going to taste amazing whatever it is. https://t.co/v4o1eToK1V Do they really think this promotes diversity? Cadbury, hire some Black folks. https://t.co/3XfQEszGtB Ad Age reached out to the agency for comment. In the meantime, product-wise, it's still a cool idea for those who are indecisive about their chocolate preference.

Cadbury's Unity Bar promotes diversity with four different kinds of chocolate

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