Dairy Milk Bliss campaign to end this week
1st June 2011: Cadbury has claimed that the controversial advertisement was pulled before British supermodel Naomi Campbell’s.
A spokesman for the company, Samantha Wothers, said the Dairy Milk Bliss campaign would end this week.
Wothers said Cadbury takes its responsibility very seriously indeed and they would never produce any marketing activity they felt might cause offense to any section of society.
Campbell has not confirmed online reports that she would be calling for a boycott of Cadbury products. But the supermodel has told CNN: "I am considering every option available to me."
In a written statement sent to CNN Tuesday, Campbell said she was shocked at the ad. "It’s upsetting to be described as chocolate, not just for me, but for all black women and black people as a race," Campbell said. "I do not find any humour in this, it is insulting and hurtful."
Cadbury, owned by the United States giant Kraft, is currently facing the chances of a black boycott for comparing Campbell to a chocolate bar in its new advertising campaign, which ran in newspapers last week.
The advert says: "Move over Naomi – there is a new diva in town."
Accusing the company of racism, she has expressed her displeasure at her name being used in the strap line to promote the new chocolate bar Bliss.
Campaign group Operation Black Vote too has asked Cadbury to apologise.
Spokesman Simon Woolley said that the only recourse black people have is not to buy its chocolate without an apology.
Already, he has shot off a communication to US civil rights activists Al Sharpton and Jesse Jackson, asking them to mobilise the country’s African-American population.
He sais for black people, being compared to a chocolate was as bad as being called a golliwog.
Racism in the playground starts with black children being called ‘chocolate bar’. At best, this is insensitive, and at worst it demonstrates Cadbury’s utter disregard for causing offence, he said.