Emily Tan
May 29, 2014

'Jihad' declared against Cadbury: What should the brand do?

MALAYSIA – In a move surreal in its extremity, more than 20 Malay-Muslim groups in Malaysia have declared a "Jihad" against Cadbury following the discovery of porcine DNA in its chocolate bars. Experts on branding and Islam discuss the impact and how the brand should move forward.

Cadbury Malaysia issued a recall of the affected chocolate bars immediately

The ongoing controversy is so sensitive that numerous agencies that have Islamic specialisations or handle accounts in Muslim nations have either dodged Campaign Asia-Pacific’s queries or turned down our requests for comment and advice. Some have said they were considering participating while the more direct have admitted that the topic was too sensitive. As a result this article’s publication was delayed, for once not because the brand declined to comment, but because the agencies have proven reluctant to...

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