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Mondelez launches campaign to increase chocolate consumption in Singapore

Dairy MilkMondelez, a major buyer of palm oil, has launched an outdoor campaign to drive consumption of Cadbury’s chocolate in Singapore.

The ‘choose your joy’ campaign for Cadbury Dairy Milk, created by Ogilvy and Canopy Design with media by Carat and Posterscope, invites Singaporeans to choose between types of Cadbury Dairy Milk based on their texture.

Customised seats, built by Clear Channel, have been installed at bus shelters on Victoria Street, Robinson Road and Penang Road to simulate the different chocolate textures of chewy, nutty, smooth and chunky, and six-sheet posters are to run island-wide for three weeks.

The campaign comes at a time when the city-state is suffering from poor air quality due to forest fires in neighbouring Indonesia. Mondelez is a big purchaser of palm oil from Malaysia and Indonesia, although the company says it buys less than 0.6 per cent of global production. The haze in Singapore and other countries in the area is by-product of the palm oil industry

Mumbrella approached Mondelez for comment on its contribution to the haze. In a statement, a company spokesman said: “We are fully committed to sustainable palm oil practices and addressing deforestation. We’re also working with major palm oil suppliers to deliver our requirements for sourcing palm oil in sustainable ways,” he said, making reference to Mondelez’s “palm oil action plan.

WWF adMondelez’s campaign for Cadbury Dairy Milk comes a few months after WWF launched a campaign to raise awareness of the role of the consumer in contributing to the haze by buying products that contain palm oil. The campaign asks people to sign a petition stating that they are willing to switch to brands that use sustainable palm oil. The initiative has garnered 7,243 sign-ups from a target of 50,000 since launching in mid-July.

Mumbrella has approached Unilever and Procter & Gamble for comment on their role in contributing to forest burning and the haze in Southeast Asia, but neither company has responded.

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