Cadbury Malaysia Porcine DNA Case: Lessons from Crisis Management and Cultural Perspectives

  • Cheng Zhen Yu Faculty of Business, Social Sciences and Hospitality Management, SEGi University
  • Tak Jie Chan Faculty of Business, Social Sciences and Hospitality Management, SEGi University
Keywords: crisis communication, public relations, corporate communication, strategic communication management


Crises are inevitable and it can be happened at any point of the organization process. Thus, it is worthwhile for the organization to identify the early plan of issue or potential risk occurring within organizations as it is not easy to win the reputation warfare. Thus, this paper aims to review the Cadbury Porcine DNA case that happened in Malaysia from the perspective of crisis management and cultural approaches. The discussion of the case surrounded on the chronology of the case, crisis communication and management strategies carried out by Cadbury and lessons learned from it. This has called upon the management, especially the public relations or corporate communication department to look into it to form a strategic solution to safeguard the organization’s reputation when the crisis strike.

Abstract views: 19 , PDF downloads: 10


Download data is not yet available.


BBC World News. (2014). Cadbury chocolate pork free, says Malaysian Islamic body. Retrieved from

Breuklander, B. (2015). Responding to a rumor: How crisis response strategies influence relationship outcomes (Master thesis, University of South Florida, US). Retrieved from

Cadbury. (2020). Our history. Retrieved from

Cadbury. (2014a). We at Cadbury would like to respond to the report. Cadbury Malaysia Facebook page. Retrieved from

Cadbury. (2014b). We at Cadbury understand that customers are disappointed. Retrieved from

Coombs, W. T. (2019). Ongoing crisis communication: Planning, managing, and responding (5th ed.). Thousand Oaks, California: Sage Publication.

Cornelissen, J. P. (2017). Corporate communication: A guide to the theory and practice (6th ed.). London: Sage Publication.

Frandsen, F., & Johasen, W. (2011). The study of internal crisis communication: Towards an integrative framework. Corporate Communications: An International Journal, 16(4), 347-361.

Jaques, T. (2015). Cadbury and pig DNA: When issue management intersects with religion. Corporate Communications: An International Journal, 20(4), 468-482.

Kasirye, F. & Kreya, M. (2020). Assessing the 2014 Cadbury controversy through the Theory of Planned Behavior (Master thesis, International Islamic University Malaysia). doi:10.31124/advance.12012675.v1

Mondelez International. (2019). Annual Report 2019. Retrieved from

Mondelez International. (2014). Fact Sheet 2014. Retrieved from ndelez_intl_fact_sheet.pdf

Musa, N., Muslim, N., Omar, M. F. C., & Husin, A. (2016). The Cadbury controversy: Blessing in disguise? Business Media Singapore,95-104. doi:10.1007/978-981-10-1452-9_9

Rahm, N. R. A., & Ali, M. N. (2017). Handling of crisis communication: A case study of Cadbury porcine DNA row. Institute for Management and Business Research 2nd International Case Study Conference (ICSC) 2017.

Rahmah, G. (2014, May 24). JAKIM suspends “Halal” certification of two Cadbury products. The Star. Retrieved from

Saim, Q. (2014). Porcine DNA crisis: Did Cadbury manage communications well? Retrieved from

Seeger, M.W. (2006). Best practices in crisis communication: an expert panel process. Journal of Applied Communication Research, 34(3), 232-244.

Ulmer, R. R., Sellnow, T. L., & Seeger, M. W. (2017). Effective crisis communication: Moving from crisis to opportunity (4th ed.). Thousand Oaks, California: Sage Publications.

Veil, S. R., & Husted, A. (2012). Best practices as an assessment for crisis communication. Journal of Communication Management, 16(2), 131-145.
How to Cite
Yu, C. Z. and Chan, T. J. (2020) “Cadbury Malaysia Porcine DNA Case: Lessons from Crisis Management and Cultural Perspectives”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 5(8), pp. 33 - 38. Available at: (Accessed: 5August2020).