Cadbury’s new campaign urges you to disregard Cancel Culture
In the present day of woke politics and ‘cancel culture’, ideological fanatics are easily triggered by the ‘apparently provocative’ contents on the internet. Instances of brands getting censured because of their unorthodox take on marketing campaigns, are often heard.
A recent campaign by Cadbury Perk decided to sarcastically address this issue with its recent campaign; a mockery of the cancel culture and political correctness. ‘Cadbury Perk Disclaimers’ campaign is funny yet impactful; it urges people to not get triggered due to trivial issues and ‘lighten up’.
The campaign will kickstart with a disclaimer right before popular YouTube videos, frivolously addressing the paltry issues that ‘woke society’ tends to take offense in modern times.
Visualized by Ogilvy, the campaign ‘#PerkDisclaimers’ aims to peculiarly admonish the hyper sensitive nature of millenials.
Cadbury has consistently used the theme ‘light and fun’ to advertise Perk. The chocolate bar’s tagline ‘Perk khao, light ho jao’ has allured a large audience as well.
The Perk Disclaimers campaign has a digital film that puts the spotlight on controversies that can be seen in social media every week, followed by an apology and another wave of criticism debating the very nature of it. The idea of creating a mock disclaimer before any popular YouTube video is insinuating that life becomes jollier if we are to refrain from getting triggered with each and every provocative content on the internet.
Under this campaign, Artificial Intelligence will target the most searched videos on YouTube and automatically create custom disclaimers for the specific video.
