Cadbury launches Crispello chocolate aimed at women
by Simon Ward | 03 October 2012 | 
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The new low-calorie product comes in three chunks - because ladies don't like bars, apparently.
Cadbury is launching its first entirely new chocolate bar since the early noughties (the Dream bar, if you're wondering). And the Crispello is aimed squarely at women.
The three-chunk low-calorie (165, compared to a Mars bar’s 260) mix of chocolate, cream and wafer will be “a lighter way to enjoy chocolate,” according to parent company Kraft’s press blurb.
And it’s packaged in a resealable wrapper (that's we found very hard to reopen) so ladies can just enjoy a little treat at a time. It goes on sale on Monday 8th.
Why this sexist focus on the female market? Well, sales of chocolate have fallen by 6.6% and women have been blamed for much of that decline.
Apparently, ladies are turned off by bars, which apparently demand to be eaten in one go, which is a no-no.
Other chocolate (demographic) chunks
But this isn’t Cadbury’s first foray into highly targeted marketing. There were those unforgettable Flake adverts from the 80s, including the women ignoring the phone (which you can watch below), aimed squarely at ladies.
And there was Fudge, which was “just enough to give your kids a treat” (and was packed with "Cadbury goodness" to boot).
But, of course, it was Nestle who took chocolate discrimination to a whole new level 10 years ago when its ad campaign for Yorkie first featured the slogan "It's not for girls" (watch a recent version of this below). However, I suspect any self-respecting woman wouldn't want to eat the anodyne chocolate in the shiny blue wrapper anyway.
What do you think of Cadbury's new bar? Sexist or sexy? Will you be buying it? Let us know in the Comments section below.
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Comments
by anney | on 09 October 2012
Sounds almost exactly like a product already available from Aldi or Lidle, sorry I can't remember which- Spirals, available in either double choc or hazelnut cream filling in a chocolate coated wafer. This one is far better value though, it comes in a box of 7 for only 99p (or possibly £1.20) and each bar is small so only 116 calories but very rich & chocolatey so you don't actually want any more. It is all one bar made up of three diagonally joined lumps but to be honest it's not the sort of thing you would want to eat a bit of and save the rest, and really, if you can't eat a whole chocolate bar then who among us is not capable of just twisting the end of the wrapper up? It also tastes far nicer than cadburys has become.
by rhext | on 22 October 2012
Well, I have to take my hat off to all of these people who can open a chocolate bar and then not finish it.....
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