Basic HTML Version
•
British supermarket retailer Asda ignited
online debate with its Christmas 2012
campaign in the UK, which stated: “Behind
every great Christmas, there’s Mum”. More
than 600 official complaints were reported by
the Advertising Standards Authority, focusing
on the advert’s portrayal of an outdated
picture of family life where men sit back and
ask: “What’s for tea, love?” Male activists also
protested, with UK campaign group Fathers
4 Justice calling for a series of ‘Occupy’-style
demos at Asda stores.
Getting it Wrong
A few recent cases of businesses publicly vilified
for their products and campaigns serve to highlight
the minefield of opinions shaping what we’ve
labelled as the Feminism.com era.
•
A well-known case study is Canadian product
manufacturer Bic, which was criticised for
its Cristal For Her ballpoint pens – standard
ballpoint pens manufactured in pastel and
glitter-composite plastic – via sarcastic
reviews on Amazon.
•
Kraft-owned British confectionery brand
Cadbury was also criticised in October 2012
for what was seen as patronising, gender-
based marketing of its new product Crispello
as a “chocolate bar for women”.
•
Most recently, South Korean electronics
company Samsung faced an online backlash,
with critics labelling its “all a girl needs”
image, posted on its UK Twitter account,
as patronising. Samsung South Africa also
apologised for its March product showcase,
accompanied by a Las Vegas-style parade
of models in swimsuits. Its Galaxy S4 mobile
phone launch in New York in March also drew
criticism, featuring a Broadway-style skit
involving female actors saying the S4's Air
Gesture feature would be useful while their
nails dried.
Cristal for Her
© Bic
170
Redefine
Consumer Engagement
Christmas 2012 campaign
© Asda
