AUSTRALIA: Chiko chick too sexy for advertising standards
Has the Chiko roll chick gone too far? Advertising agencies think so and the billboard posters of a new advertising campaign aimed at 12 to 29 year old men have been changed. Rachel Davies, senior brand manager, defended the saucy image, saying, "We've been using the Chiko chick for 35 years. She's always been pretty scantily clad, she's always had a motorbike and she's always been holding a Chiko." Sitting in front of a motorbike, the scantily clad chickette, complete with Chiko roll between the legs, raised quite a few temperatures when her latest campaign was revealed to the public from 170 billboards on 1 September. "We didn't think there was anything wrong with the ads," added Davies, "but people were offended by the amount of flesh showing." The company's phone lines rang hot, and the Advertising Standards Bureau was inundated.Chiko, owned by Simplot Australia, has been operating for nearly 40 years. Fremantle restaurant owner Dominic Chiattini summed up the usual response to the Chiko chick: "It's exploitative in a sense but I don't mind it." Nevertheless, in a new take on the campaign, she will be much more bashful, wearing red leather astride the motorbike and holding a Chiko roll at hip level.
Get full access to all content, just $1 for 30 days
A Message From The Editor
just-food gives you the widest food market coverage.
Paid just-food members have unlimited access to all our exclusive content - including 16 years of archives.
I am so confident you will love complete access to our content that today I can offer you 30 days access for $1.
It’s our best ever membership offer – just for you.
Dean Best, editor of just-food
- Nestle India grows with global, digital innovation
- How Nestle tackles Indian challenges - interview
- Lamb Weston goes it alone: six things to learn
- Analysis: Tyson's shrewd investment in Beyond Meat
- Thailand: convenience to continue to thrive
- Mars launches Maltesers in the US
- Campbell backs US nutrition start-up Habit
- Bel takes majority stake in MOM Group
- Mondelez focuses on margins as sales slip
- Nestle's Buitoni to remove GMOs
- The Big 15: Strategies and Priorities of Top Packaged Food Players in Comparison
- Packaged Food: Quarterly Statement Q3 2016
- Omega-3 in Food and Beverage:Time for a Reboot?
- Global Food Packaging: Innovating for Greater Convenience and Quality Image
- Meat Processing in China - Industry Market Research Report