The OPC complained that the ads breached the Responsible Children's Marketing Initiative (RCMI) as they were directed primary to children and promoted a product that did not represent a healthier choice and did not promote good dietary habits or physical activity. The OPC also complained that the ads breached the Code for Advertising & Marketing Communications to Children (Children’s Code) because they were advertising or marketing communications to children and they encouraged or promoted unhealthy eating habits.
The ads depicted a story of friendship and adventure between a square of Cadbury chocolate and an Oreo biscuit. As they travelled along a kitchen bench, both the chocolate and the Oreo were snapped together and eaten. The advertisement concluded with the tagline ‘Double the yum! Double the fun!’ and a shot of a Cadbury Oreo block. Throughout the advertisement emoticon bubbles popped up to tell viewers how the characters were feeling. The chocolate initially showed negative emotions, which change to smiles of happiness when the chocolate and Oreo meet. During the adventures shown, the chocolate and Oreo experienced different emotions.
Facebook and YouTube, the sites where the advertisements were placed, are both sites commonly used by children.
The ASB considered that children under 12 would not make up 35% or more of the audience of YouTube generally. In addition, the ASB considered that the concept of friendship represented by the relationship between the piece of chocolate and the Oreo cookie would be of general appeal to audiences of all ages, and not of primary appeal to children under 12. The ASB stated that animation of itself does not indicate that an advertisement is primarily directed to children and in this case the animation was targeted primary to adults in respect of the visuals shown (football scenes and other adult focussed activities). Overall, the themes were more likely to captivate an older audience due to a whimsical feel of nostalgia for adults. Finally, in respect of the Children’s Code, there was no language in the ad to encourage excess consumption.
Read the ASB’s decision on the Cadbury Dairy Milk Oreo advertisement.