Food & Drink
A Chocolate Bar for Women: At Least It's Not Wrapped in Pink
Are you wondering why women need their own chocolate bar? Me too.
Well, turns out Crispello isn’t actually a bar, it’s “three curved
crispy wafer shells, each one filled with a smooth creamy center, dipped
in Cadbury milk chocolate,” according to a statement from the company.
Together, the three pieces have 165 calories. But, as of Oct. 8, they’ll
be sold in a resealable pack to help women who just want to eat one at a
time. Here’s what a Cadbury spokesman (who was unavailable today) told
the Daily Mail: ”The
mix of wafer and chocolate is a lighter way to eat chocolate, and we
know from experience that women are attracted to this particular format.
It will also appeal to women, because it is in three separate portions
so they can consume a little at a time rather than in one go.”
I’m
sorry, did the spokesman just tell women how to eat chocolate? “That is
a bit of a no-no,” says Joan Steuer, who makes a living telling
companies how to market chocolate. “Women have an emotional relationship
with chocolate, it’s the most emotional food on the planet. We don’t
need to be told what to do with our chocolate. We’ll do the opposite.”
Portion
control, even for chocolate, isn’t the problem. (Who can argue with
Ferrero Rocher’s package of three gold-foiled bon bons?) It’s the idea
that only women care about it that’s the problem. “It’s offensive,” says
B.L. Ochman, a social media consultant who looked into the backlash
against Bic’s Pen For Her. (Bloomberg Businessweek’s slide show of needlessly gender-specific products is here.)
“Products aimed at women always seem to treat women more like children
than thinking adults,” says Ochman. “Some of it will depend on the
packaging and approach, whether it’s lighthearted or serious. You could
have fun with it, but I doubt they will.”
Cadbury plans to spend
about $11 million to introduce Crispello in the U.K., where it will be
marketed under the tagline “a little treat for you.” At least the
packaging won’t be pink. It will be Cadbury’s now-exclusive purple.
“I think they’re using the graphics rather than color to speak to
women. It’s attractive, not girly,” says David Vinjamori, the author of Accidental Branding. “I might try it.”
