Cadbury sales promotion does not fly in the face of ethical marketing
The Drum's comment which left a bad aste in the mouth of the ISP boss
I refer to the Comment column in your May issue ‘Chocolate that leaves a bad taste’.Apart from its overall tone, it is factually inaccurate.
Cadbury and their sales promotion agency rank at the top for responsible sales promotion and the Institute of Sales Promotion is more than happy that in their latest promotion they have maintained this reputation.
Fact 1 – This is not an individual collection scheme. You can only participate through a school.
Fact 2 – Before initiating the activity, the promoter held focus group meetings with both primary and secondary schools as recommended by industry guidelines agreed with the Consumers Association.
Fact 3 – If the 250 pupils of an average school collected ONE wrapper each per week for the eight weeks of the promotion (hardly excessive volumes!), their school would qualify for a meaningful Games Kit consisting of a selection of balls for a variety of games.
Fact 4 – Despite the advance press publicity, schools have responded to the scheme in greater numbers than other recent similar collector schemes. Surely schools are better judges of the issues than the Guardian?
Evidence we hold shows the tremendous value of such schemes to the education system in the UK. Millions of pounds worth of books, computers, musical instruments and games equipment has been funded by responsible promoters working with schools and operating within guidelines approved by the Department for Education.
It is very sad that you have jumped on a bandwagon of half-truths and uninformed opinion.
Edwin Mutton
Director-General
The Institute of Sales Promotion