Cadbury Creme Egg’s ‘Golden Goodilee’ commercial, released early January 2021, has sparked debate over its inclusion of a gay couple.
In the video, Callum Sterling and Dale K Moran are seen sharing the chocolate egg between their lips.
Public opinion over this campaign has been highly divided, with many criticising Cadbury for sending an “inappropriate” message.
One man tweeted: “I am not homophobic but I just think the new Cadbury Egg advert to be shown on ITV is totally unnecessary. Showing two men passionately enjoying a Creme egg that Children love to eat will only confuse children at such a young age. Why??”
However, many social media users were quick to respond in defence of the chocolate company.
Simon Blake OBE, a trustee of the charity Stonewall, praised Cadbury’s for its inclusivity: “I am not a huge fan of Cadbury’s Creme Egg but I am a fan of any and all adverts that make LGBT+ visible. And please don’t worry about children they won’t be confused because to them love is love.”
In a statement posted to Instagram on Monday 11th of January, Sterling responded to “ridiculous” backlash: “Get your act together world.”
He further addressed the hypocrisy of products being sexualised in the media, adding “So it’s ok when an advert sexualises a woman, a caucasian woman, THIRTY SEVEN years ago even, to benefit the male gaze” – Sterling recalls the 1984 Maybelline commercial featuring Lynda Carter.
“But it’s not okay, in 2021, to have an advert of a multi racial (strike one) gay couple (strike two) on your screens for 10 seconds (strike three) eating/kissing/sexualised (strike four).
“And let’s be honest, I’m sure there would be half as many complaints if it was two ‘beautiful’ cis gendered hetero looking caucasian women.”
Comedian Sue Perkins chimed into the debate, tweeting: “I spent my childhood watching a woman in a bathtub fellating a Flake,” while another user pointed out: “People losing their minds over two men kissing over a creme egg but have no problem with a woman cheating on her husband with an M&M?”
Moreover, Cadbury has since released a statement defending their campaign: “Cadbury has always been a progressive brand that spreads a message of inclusion, whether it is through its products or brand campaigns. We are proud of our Golden Goobilee advert which celebrates the many ways that everyone can enjoy a Cadbury Creme Egg.”
Sterling has called for the normalisation of queer love in mainstream media, saying: “How else to normalise than by seeing it on your screens?”
Despite the homophobic comments, Sterling acknowledged that the general feedback has been positive.
He said: “I’m super happy this has all happened. The love we have received totally outweighs the fear based negative comments. Makes me proud to live in the UK and to have so much love in my life.”