Undeterred by the backlash the International Olympic Committee faced for its ties to the junk food industry during the London Games, Cadbury has forged ahead with a major sponsorship of the Australian Olympic Team in Rio next year.
With about a quarter of Australian adults and children obese and overweight, Obesity Policy Coalition executive manager Jane Martin said the association of Cadbury with sport is fabricating a “healthy halo” for the brand and is one of the “greatest global displays of mixed messaging possible”.
“You need to consider the ethics of this arrangement,” she said. “Obesity is at record levels and our elite sporting
team is accepting sponsorship from junk food manufacturers.
“It leads people, children in particular, to believe that sport and junk food are complementary and go hand in hand - when it couldn't be further from the truth.”
In 2012, the IOC confronted serious criticism over its agreements with high-sugar, high-calorie brands, with president Jacques Rogge questioning the suitability of McDonald's and Coca-Cola as sponsors under the growing threat of a global obesity crisis.
Despite the controversy, Cadbury (under parent Mondelez) last week announced it will be the “official chocolate, candy, biscuits and spreads partner of the Australian Olympic Team”.
McDonald’s and Coca-Cola have also inked deals with the Australian team for 2016. Under the Mondelez umbrella, The Natural Confectionary Company, Oreo, Ritz, Vegemite and Kraft Peanut Butter will also sign on as sponsors.
Head of strategic partnerships and events at Mondelez, Lauren Fildes, said Cadbury will be working with the Australian Olympic Committee to “deliver a fully integrated campaign”, with the main rollout ahead of the August games.
Coca-Cola and Cadbury continue to target millennials through campaigns such as #colouryoursummer and and Cadbury's deal with The Voice through sponsorship of Jessie J.
But recent reports suggest lagging Cadbury sales in Australia while Morgan Stanley’s May survey of 1500+ consumers showed a shift away from sugar and low-sugar soft drinks most pronounced in the 18 to 34-year-old market.
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