Cadbury released a new advertisement stating, "Move over Naomi, there's a new diva in town". In response to the controversial ad a UK based group named Operation Black Vote (OBV) reached out to Al Sharpton to launch the campaign for Cadbury to apologies for the ad. Tamrika Mallory, an executive director from his camp responded back saying, "It's yet another example of corporate insensitivity towards minorities, and proof that advertising rooms are still largely devoid of diversity."In response to the campaign Cadbury eventually sent out a public apology to Naomi via their website:
"Cadbury understands that our latest advertising campaign for 'Cadbury Dairy Milk Bliss' caused upset to Naomi Campbell and her family. Cadbury takes its responsibility to consumers very seriously indeed and we would never deliberately produce any marketing material we felt might cause offence to any section of society...It was not our intention that this campaign should offend Naomi, her family or anybody else and we are sincerely sorry that it has done so...We can confirm that the advertisement is no longer in circulation and we will not be using it in future marketing....We have been in discussions with Naomi's solicitors and can confirm that they have accepted our apology on her behalf as a conclusion to this issue."
Naomi responded back stating, "I'm pleased that Cadbury have made a 'sincere apology' in regards to their Bliss ad campaign. The advertisement was in poor taste on a number of levels, not least in the way they likened me to their chocolate bar. It is also a shame that it took so long for Cadbury to offer this apology."
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