Lifestyle
Originally published on Wednesday, 20th January 2010
All Because The Lady Loves…
Yesterday Cadbury finally bent over and took its 'upgrade' (read: buy out) at the hands of the giant that is Kraft Food Inc.
Now when I think of Cadbury, I think of a glass and a half of milk in every half pound. I think of writhing goddesses crumbling chocolate across their pouting lips. And I think that surely this is all because the lady loves Cadbury's Milk Tray.
Kraft, on the other hand, is cheese slices, bigger bucks, Oreos, and at a stylish push stocking-filler extraordinaire, Toblerone.
"Goin' all posh," as my great aunt would put it, is a tactic that was already well underway as a trend last year: Little Thief Chef got its Heston Blumenthal, MaccyDs its forest-green wingbacks, and pre-Christmas, Starf*cks on Conduit Street its library and antiques. And now even our perfectly respectable, slightly yellowed Wimpy has followed suit with a cherry-red Ed's Diner-esuqe return as Wimpy 2010.
Whilst none of these brands could exactly be called small, the trend continues that through a considered push in apparent upmarket luxury almost anyone can re-emerge (with varying levels of success) as a more grown-up, respectable brand. Restaurants, hotels, even short haul flights – they're all in on it (although those Air France seats do look rather comfy).
Such en-poshening clearly can't come cheap, mind. And one look at the financial potential in British TV's forthcoming US-style product placement (probably) and it's now rather clear that we are absolutely in the wrong business.