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Despite the fact that the advertising slogan for Cadbury Thins is
"Thin is in," clearly Cadbury does
not think so. The 100-calorie Canadian snack bar is being tucked away in tiny packaging at the end of the checkout
counter and mixed in with the cosmetics selection at drug stores so that people who purchase the product will not feel
embarrassed. And by people, Cadbury means women. Cadbury feels that not only do women feel guilty when they go to
purchase chocolate, but they are ashamed to purchase the slimmer chocolate bar. If this marketing strategy works for
the company in their Canadian market, it is only a matter of time before other snack food producers follow Cadbury's
lead and begin to tuck their products where shoppers will not expect to find them.
Cadbury hides chocolates to avoid guilt
Despite the fact that the advertising slogan for Cadbury Thins is
"Thin is in," clearly Cadbury does
not think so. The 100-calorie Canadian snack bar is being tucked away in tiny packaging at the end of the checkout
counter and mixed in with the cosmetics selection at drug stores so that people who purchase the product will not feel
embarrassed. And by people, Cadbury means women. Cadbury feels that not only do women feel guilty when they go to
purchase chocolate, but they are ashamed to purchase the slimmer chocolate bar. If this marketing strategy works for
the company in their Canadian market, it is only a matter of time before other snack food producers follow Cadbury's
lead and begin to tuck their products where shoppers will not expect to find them.
Filed Under: Newspapers, Ingredients, New Products
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3-11-2006 @2:53PM Hawk said... apparently I'm crabby today, because I think this is a big pile of BS.
"Oh no, women will be ashamed to buy chocolate! we must capitalize on this to make them buy more of it!"
BS. If women were ashamed to buy chocolate, then why are dessert menus at restaurants full of "Super death by chocolate fudge caramel decadence silk cream pie cheesecake brownie ice cream sundae erotic explosion" desserts? Does this cater to men? If you wanted to cater to men, you'd have "SUPER DEEP FRIED SNICKERS! OH YEAH!"
Rant rant rant rant rant rant rant :)
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