Cadbury has announced the launch of a new chocolate bar, Crispello, aimed at women who are weight-conscious.
The launch of the bar, which will go on sale next Monday, 8 October, will be promoted by a £7million advertising campaign.
Featuring the slogan ‘A little treat for you’, the packaging has been designed to be resealable so the three pieces can be eaten separately.
A Cadbury spokesman said: “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.”
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I find this kind of marketing very patronising. None of the features that are supposed to 'appeal to me' because I am a woman work for me at all. I don't like the name, I don't care if it's in three parts and I don't like 'light wafer.' Neither do I enjoy being told that I should... This is almost as bad as the Cadbury's Bliss adverts from a few years ago. http://lexxysturgess.blogspot.com/2010/10/cadburys-bliss.html Should we not have moved on from this kind of advertising by now?....
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There are kittens in hell with more chance of survival than this gimmicky piece of crap. What a waste of £7m let alone NPD costs; though at least they didn't waste any money on research
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Patronizing is the word, and that's what consumers love right? Especially women. Can't wait to be drip fed my "treat" Cadbury.
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Here's what I think: http://bit.ly/SCiKOC
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I know a woman and she finds it impossible to eat in one go a chocolate bar that's divided into three parts. Bounty, Twix and Drifter tried it with two parts and look where that got them! Useless. No, three's the magic number in female-centric chocolate-based treats solutions. Well done Cadbury for understanding your audience.
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I heard that in Saudi Arabia they retouched the woman out of the TV ad and it's just a floating chocolate bar bobbing along a street
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Surely a regular Dairy Milk with its breakable chunks already does this? I'm so bored of products being targeted to either men or women (apparently only women eat yoghurts, and only men eat fast food snacks)
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