Cadbury‘s new ‘Crispello‘ bars are their new foray into chocolate for women–a bar that has fewer than 200 calories and is designed to be broken up into three small pieces for neurotically-timed snacking. Perfect for the ladies! Or, as Cadbury is putting it, “a little treat for you.”
Cadbury’s European advertising has historically centered on women sensually enjoying chocolate, like their Cadbury Flake girl commercials…
about ”the sensuous nature of eating chocolate, nothing sexual.”
Or more recently, they’ve included racist (but still sexy!) ads featuring Naomi Campbell:
They’re selling the new Crispello bars on the assumption that all women fear calories, instead of a sexual act (or brown person). So…slight improvement? Not really.
Look, it’s not offensive to make diet-friendly chocolate. It’s a market-savvy product; it’s just a terrible marketing scheme. A Cadbury spokesman told Business Insider:
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.
But…last time I checked, weight gain wasn’t a problem exclusive to women, and watching calorie, fat and sugar intake is something both sexes participate in on a regular basis. (And I’m no chocolate market expert, but I don’t think boobs are a prerequisite for enjoyment of wafers.) So, yeah. We’ll stick with chocolate that hasn’t been processed and sold to us with condescending diet tips.