Cadbury Bliss in race row

Cadbury could face legal action following claims from supermodel Naomi Campbell that its latest ad campaign is racist.


Campbell claims that the ads for Cadbury Bliss, which use the strapline “Move over Naomi, there’s a new diva in town”, refer to her because she is black and are “insulting to all black women and people”.

She says, “I am shocked. It’s upsetting to be described as chocolate, not just for me, but for all black women and black people. I do not find any humour in this. It is insulting and hurtful.”

The confectionery brand has pulled the ads, which launched earlier this month to support the introduction of three new variants of the Dairy Milk Bliss bar.

A spokesperson for Cadbury’s says: “It was certainly never our intention to cause any offence and the campaign itself is a light-hearted take on the social pretensions of Cadbury Dairy Milk Bliss.

“Cadbury takes its responsibility very seriously indeed and we would never produce any marketing activity we felt might cause offence to any section of society.”

Equality group Operation Black Vote has supported Campbell’s claims and is calling on Cadbury to apologise.

Simon Woolley of Operation Black Vote says: “Racism in the playground starts with white children calling black children ’chocolate bar’. At best this is insensitive and, at worst, Cadbury’s utter disregard for a community’s feelings. Their white euro-centric joke is not funny to black people.”

Readers' comments (4)

  • I would put my lfe savings on the fact that this chocolate/black connection was never thaught of at any stage. Otherwise this would have never got through.

    The people who make that connection without being prompted are the racist ones. The first thought is the intended one: Naiomi is a Diva, so is Product. Sigh

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  • If no racist connotations were intended, why didn't Cadbury's use Kate Moss or Victoria Beckham's name? As they're considered quite high profile "Diva's."

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  • I find all of this quite rediculous but having never heard of or called any one 'a chocolate bar' before in my life maybe I just don't comprehend the connection. I do think, however that Naiomi is the most notorious diva super model and that is the reason her name was chosen for the campaign and that to create any further connotations is rather far fetched. I think is was an innocent strap line with no offence intended. Cadbury's were right to pull the add though!

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  • Kraft should have seen this one coming down the line, and maybe did. The legal boys/girls might well have given the thumbs up on the risk/litigation analysis over relative cheap short term media splash spin off. If the race equality groups, black and white, had to comment at all they should have spun this around and agreed that NC is "as sweet as candy can be" and worthy of the competition!

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