Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for schools in exchange for vouchers
The problem was that the public and media saw a perverse incentive for children to eat more chocolate, a product associated with obesity. Which of the following best summarizes Cadbury's problem?
A) Customers felt that the cause was not in sync with the company's brand image.
B) Consumers did not value the cause Cadbury was promoting.
C) Customers questioned the link between the product and the cause and saw the firm as self-serving and exploitive.
D) Consumers resented being sold an inferior product on the back of a cause-marketing program.
E) Consumers felt that the campaign did not make a sufficient attempt to change the target audience's behavior.
C
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