Cadburyâ€™s Dairy Milk wrappers will no longer bear the long-standing slogan, â€˜a glass and a half of full-cream milkâ€™. Instead the less-than-lyrical â€“ but doubtless much more scientifically accurate â€“ â€˜the equivalent of 426ml of fresh liquid milk in every 227g of milk chocolateâ€™ will appear in its place.
The makers have clearly picked up on the growing tide of bafflement and rage among the British public at the sheer incongruity of the statement. After all, how the heck did they get a whole glass and a half of milk into one of those little fun-size bars?Â â€˜The phrase didnâ€™t make sense if the pack stated the bar weighs 49g or 230g,â€™ a spokesman rightly pointed out.
As yet, Cadburyâ€™s bid for swear-on-a-Bible type honesty wonâ€™t actually affect their advertising campaigns. But could those be next?
And what could this mean for other well-known slogans?…
Thank Crunchie itâ€™s Friday, though neither Crunchie nor Cadburyâ€™s can take credit or responsibility for the natural passage of time.
Mr Kipling doesnâ€™t technically make exceedingly good cakes because he is a fictitious, never-seen character created for marketing purposes.
In all honesty, there are times when I wouldnâ€™t rather have a bowl of Coco Pops.
Utterly accurate or not, you canâ€™t help but hope advertisers decide to stick to using a little bit of artistic licence. Because theyâ€™re worth it.