Famous doughnut and coffeehouse chain, Krispy Kreme, finds itself in hot water following the release of its latest advertising campaign that featured a highly offensive racial slur. The campaign, which used doughnuts creatively to replace certain letters, came under fire when it inadvertently spelled out a racial slur, causing outrage and accusations of insensitivity.
The controversy erupted as Krispy Kreme launched a new commercial in Australia and New Zealand. The campaign aimed to replace the letter “o” with doughnuts in various celebratory words, such as “footy” and “movie,” to highlight the joy their products bring to major life events. However, the trouble arose when the campaign replaced the “o” in “congrats” with two doughnuts, forming a configuration resembling an offensive racial slur.
Krispy Kreme’s Ad campaign shows doughnuts popping up to replace the letter “o” (Image via Ad Campaign)
As the campaign spread across social media, a wave of criticism swiftly followed, with many highlighting the racial implications and insensitivity of the slur used. The term in question is derogatory and hurtful to individuals of African, Australian First Nations, or Pacific Island heritage, and its appearance in a mainstream advertising campaign drew widespread condemnation.
Ummmm @krispykreme ?? This is wild pic.twitter.com/o8SUs0ADQm
— Terry G (@recruitertg) August 22, 2023
Krispy Kreme promptly issued a public apology in response to the backlash. The company clarified that the offense was unintentional and expressed regret for any harm caused. The doughnut brand’s ANZ Marketing Director, Olivia Sutherland, conveyed the brand’s apology, explaining that they never meant to offend any individual or group and that they had removed all ads containing the controversial element from the campaign.
“We never intended to offend any person or group,” Ms Sutherland said in a statement.
“We are sorry for the oversight and have removed all congratulations related ads from the campaign.”
The campaign, developed by creative agency Abel in collaboration with Limehouse Production, aimed to position Krispy Kreme doughnuts as the centerpiece of joyous occasions like sports events, birthdays, and celebrations. While the campaign showcased various words effectively, the mishap occurred when the word “congrats” was rendered using two doughnuts to form a double “o,” inadvertently creating the offensive slur.
Amid the controversy, the segment of the campaign featuring the racial slur was removed from YouTube, where it was initially released. However, the remaining content of the campaign, excluding the offensive element, continues to be shared on various digital platforms, in out-of-home advertising, and in-store media.
Anti-racism advocates, including Dr. Stephen Hagan, criticized the campaign’s insensitivity, especially considering Krispy Kreme’s popularity among people of color. Dr. Hagan highlighted the disgrace of such an oversight occurring in 2023 and expressed disappointment at the appearance of the offensive term in a promotional campaign.
“As the originator of changing the Coon Cheese brand to Cheer, it’s an absolute disgrace that in 2023, someone thinks they can come up with an … ad like that on a product that is very popular with people of colour,” Dr Hagan told Mumbrella.
Australia’s advertising watchdog, Ad Standards, confirmed that it had not received any complaints regarding the campaign yet. However, they stated that they would investigate further if any complaints were submitted.
The incident serves as a reminder of the need for sensitivity and diligence in advertising, particularly in a diverse and interconnected world where even inadvertent use of offensive language can have profound consequences. Krispy Kreme’s misstep emphasizes the importance of thorough scrutiny and cultural awareness in crafting advertising campaigns.
Categories: News
Source: vothisaucamau.edu.vn
