Cadbury defends its new ‘generous blocks’ Joyville campaign

CadburyCadbury Dairy Milk chocolate has this morning defended its most recent Joyville campaign after the brand was criticised by the ABC’s The Checkout for misleading consumers.

The program highlighted how the company has reduced the size of Cadbury Dairy Milk blocks from 250g to 200g before raising the size to 220g and promoting its new ‘generous improvements’ with the tagline: “now bigger in every piece.”

In a fictional complaint letter a customer lambasts the brand for: “a miserly 20 gram mitigation so soon after unceremonious stripping away 50 gorgeous grams is trumpeted as offering 10 per cent more joy — THE HIDE.”

Cadbury this morning defended the changes pointing out that while quantities had changed the price had not.

“In today’s climate, it is not often you see companies delivering more value to their customers and we are thrilled to be bringing more joy to Australians in any way we can,” said Julia Fraser, Kraft Foods corporate affairs manager.

“We are very proud of our ‘10% more joy’ campaign, with the majority of our blocks increasing from 200g to a new 220g pack, without a change to the recommended retail price (RRP) which is terrific value.”

The company did not comment on the original decrease in size of the chocolate block however in recent weeks it has been heavily promoting its new ‘generous improvements’.

The Checkout has recently become the bane of marketers with many leading brands with Mazda, Kelloggs, Weightwatchers, Woolworths and Jetstar all coming under fire in recent months.

In its first season the ABC consumer rights program has had a couple of consumer victories including forcing the Therapeutic Goods Administration to ban a product by vitamin company Swisse.

Nic Christensen


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