The purpose of this study is to assess the 2014 Cadbury controversy
through the framework of the Theory of planned behavior. The study
examined how Cadbury IMC campaign changed the attitudes, behaviors and
the perceived behavioral control of the audience towards purchasing
Cadbury chocolates. Content analysis was employed to analyze the Cadbury
IMC video campaign that circulated widely during the saga in addition to
the Cadbury social platforms that aided in data collection. Themes like
Quality standards, halal certification, ingredients and supervision were
generated from the data. The analysis of the data discovered, that
Cadbury tried to involve the public while trying to resolve their halal
certification issues as well as those related to the two bars that were
in question. A number of issues were discovered in relation to TPB
however, the study found out that there were underlying factors missing
in most of the Cadbury campaigns carried out during the 2014 PIG DNA
saga. So the government should consider establishing stringent
mechanisms of controlling hala certification among Malaysian companies
and those seeking to do business in the country at large.