Wednesday, October 3, 2012

Cadbury introduces chocolates just for women (and German men)

Via The Guardian

Cadbury recently announced, in the UK, that they will be launching their first new chocolate bar of the 21st Century. But the marketing strategy is very old-fashioned. This chocolate bar is aimed specifically at women.

So, what makes a chocolate bar feminine? (And why didn't they call it "Crispella"?

The Daily Mail quotes a Cadbury spokesman:

"The mix of wafer and chocolate is a lighter way to eat chocolate and we know from experience that women are attracted to this particular format. 
It will also appeal to women because it is in three separate portions so they can consume a little at a time rather than in one go."
In other words, "we know that women love chocolate, but are afraid to be perceived as fat. So we'll use those body anxieties to sell them portion-controlled candy snacking."

It's hardly progressive. It's actually kind of insulting. But it is part of an emerging trend of sex-specific product marketing that reinforces stereotypes. Remember "Be." wine? Or Dr. Pepper 10? We actually seem to be getting more gender-typed in this millenium. That is, if we buy those products.

The marketing isn't the only thing backwards about the new Cadbury offering. They couldn't even come up with an new brand.

"Crispello" has been marketed before, but in mainland Europe. (By another Kraft brand, Milka.) And in this ad, it's aimed at men:

It also has a different filling. In the UK, it's chocolate. In Germany, custard.

If you live within its range, soon you won't be able to escape the gendered marketing blitz. Starting October 8, the sweets will be launched with a £7m marketing campaign in "women’s press", outdoor advertising and point of sale (POS), with the tagline "A little treat for you"

Aren't you lucky, toots?


  1. Thank you very much for the post and nice pictures!

    Surfing Europe

  2. You missed something: The German for men version of crispello has the slogan "Dare to be soft" or "Dare to be tender". UFF!