Page 45 - PUBLIC RELATION E BOOK
P. 45
CRISIS MANAGEMENT
EXAMPLES
CRISIS OF CADBURY BRAND
The globally cherished confectionery brand ‘Cadbury’ owned by
‘Modelez International‘, promoted its Freddo Treasures
chocolates through a real treasure hunting adventure campaign.
The advertisement provoked people to explore the U.K heritage
with their metal detectors to dig out Roman riches.
Indeed, it turned out to be a disaster, greatly criticized by the
public on social media platforms. The archaeologist declared it
Source : to be a threat for the archaeological sites and an illegal act of
https://hype.my/2014/32452/ looting.
cadbury-jakim-validation-
puts-an-end-to-false-claims-
about-halal-status/ CRISIS
MANAGEMENT
HISTORY OF STRATEGY
CADBURY
The company immediately pulled off the
Cadbury was founded in 1824 website used for campaigning. The
when John Cadbury opened a Mondelez International spokesperson
grocer’s shop at 93 Bull Street, apologized for the provided clarification
Birmingham, England. Among on the brand's intentions.
other things, he sold cocoa
and drinking chocolate, which Moreover, the whole advertisement
Source :
he prepared himself using a was redirected towards increasing https://hype.my/2014/32452/
pestle and mortar.
the footfall in the museums where cadbury-jakim-validation-
puts-an-end-to-false-claims-
the U.K’s heritage and treasures
Now, the brand offers a host about-halal-status/
of delicious chocolates and are preserved.
drinks, including the Cadbury
Egg, Cadbury Dairy Milk
chocolates, Flake, Wispa, We can say that Mondelez International handled the situation
Twirl and Eclairs chocolates, efficiently. Since it promptly noticed the public reaction and
and Cadbury Bourneville took the necessary crisis response steps to save the brand
drinking chocolate.
image and rectify its mistake.
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