Cadbury have withdrawn the advert for the latest addition to their new The Natural Confectionery Company range, Guzzle Puzzle, after receiving hundreds of complaints that it ‘glorified rape amongst fruit-flavoured sweets’.
The advert featured a nipple-shaped sweet, suggesting that a ring-shaped sweet join together with it ‘to make a bubblegum flavour’, which critics have suggested is a slang term for intercourse. The ring declines, but after the nipple causes a distraction viewers see the two combined, apparently against the ring’s will.
Within hours of the ad airing for the first time complaints flooded in from all manner of people who don’t approve of rape, and Cadbury reacted swiftly to prevent further controversy.
Marketing manager Ed Gregory conceded that the company may not have fully thought through the implications of the advert, ‘On reflection I can see how this could come across badly, and would like to sincerely apologise for any offence we may have caused. We removed it from broadcast immediately upon receiving these complaints.’
‘It will shortly be replaced with a new advert where all of the different colour Guzzle Puzzles join together to form one giant sweet. Except the black one which is left out because it doesn’t fit. I can’t see any problems with that.’