The Unity Bar: Success or Fail?

[Jodi LeBlanc]

To celebrate India's Independence Day on August 15, Cadbury U.K. and global advertising agency Ogilvy united to craft a stunning, limited-edited chocolate bar with four different types of chocolate.

The Unity Bar, as they titled it, includes white, milk, blended and dark chocolates and it wasn't just supposed to be sweet, it's supposed to send a strong message about racism and class divisions in modern society.

The bar, which has been met with both praise and confusion, was advertised on Cadbury's social media channels and in one of the country's major newspapers, The Economic Times.

What were your thoughts on this when this was launched? Well done or gone too far?

[bitvoodoo nick]

It is difficult with products like this. You never know if the company/brand really tries to set a honest sign or if they just want to get attention for some marketing, for the latter the are rather successful in this case. Any publicity, be it good or bad is publicity.

I think what really matters is if the company/brand really does something for diversity and inclusion apart from offering products with a "diversity-branding".

While "messages" are good for normalizing diversity matter, as a company you should really mean it. So the question is: What does Cadburry / Mondelēz International do, to promote diversity internally and externally?

[Jodi LeBlanc]

Very good points @bitvoodoo nick - I did a quick google search and could not find anything that the organization does internally or externally to promote diversity. Lots of mixed reviews for this chocolate bar, that is for sure.