Obesity Policy Coalition Loses Advertising Standards Battle With Cadbury

Obesity Policy Coalition Loses Advertising Standards Battle With Cadbury
SHARE
THIS



The Advertising Standards Board (ASB) has received a lengthy complaint from the Obesity Policy Coalition (OPC) about an animated advert for the new Dairy Milk Oreo chocolate bar claiming the ad breaches the Responsible Children’s Marketing Initiative (RCMI).

The social media campaign, which has been viewed one million times on YouTube, depicts a story of friendship and adventure between a square of Cadbury chocolate and an Oreo biscuit. Check out the 80 second and 15 second versions:

The OPC claims the ads are directed primarily to children for six reasons:

1. Although use of animation is not, of itself, determinative on the issue of whether an advertisement is directed to children, the advertisement uses a simple, playful and whimsical animation style that would have primary appeal to children

2. The theme of the advertisement is a childlike story of “best friends” going on fun and exciting adventures together, and shows the characters engaging in typical children’s activities, including building sandcastles at the beach, watching sport and talking by torchlight while sharing a tent with a friend.

3. The scenes are depicted from the point of view of the childlike characters looking onto the adults’ world, for example watching the football game from under the bench, travelling along a car dashboard and sneaking along the kitchen bench. There is a sense of children conspiring to defy authority as they whisper conspiratorially in the tent. This depiction is likely to appeal to children who see the world from a different perspective to adults, similar to the perspective experienced by the characters in the advertisement.

4. The advertisement clearly encourages child viewers to imagine themselves participating in fantastic, magical adventures such as climbing the Sydney Harbour Bridge, associating fun and imagination with the consumption of the product.

5. The advertisement is presented as a reading of a children’s story with narrator speaking very slowly and simply, and beginning the story with the opening words “Here’s a little story about two best friends.” It is a story with a simple uncomplicated plot structure that would appeal to children.

6. The language used in the product tagline is simplistic language that would appeal to children: ‘Double the yum! Double the fun!’.

The OPC wanted to Mondelez to withdraw the Cadbury Daily Milk with Oreo advertisement immediately on the basis that it breaches the Children’s Code.

A Mondelez representative argued that children weren’t the main target; because of the use of an adult, male narrator, the use of emojis which is an “adult communication form” and that the detailed animation style appeals to adults.

It also argued that social media approach is targeted at adults not children because of the age restrictions on Facebook. “An accompanying Facebook competition had clearly communicated terms and conditions restricting the age of entrants; the minimum age for entry was 13, with entrants under 18 needing parent/guardian permission to enter.

“On YouTube, we targeted the main grocery buyer using behavioural and demographic targeting, and excluded all games and kids channels on the channel.”

The Advertising Standards Board (ASB) agreed with Mondelez. “The Board determined that as the advertisement is not directed primarily to children under 12, does not appear in media directed primarily to children and does not appear in media where Children represent 35 per cent or more of the audience, the advertisement does not come within the RCMI.”

Please login with linkedin to comment

Latest News

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]