The decision is motivated by criticism on social networks of the way the influencer Aless Gibaja was portrayed Belgium Email List
The brand states that it “takes the rights of equality and inclusion very seriously” and that it “regrets the misunderstanding”
Snickers has decided to withdraw the campaign for its Snickers Ice Cream product that it had launched on July 27 due to the accusations of homophobia that have been poured out on it on social networks during the last hours. The criticisms have been motivated by the way the influencer Aless Gibaja, one of its protagonists, was portrayed in the campaign.
The brand has made its decision known through a statement in which it affirms that it takes “the rights of equality and inclusion very seriously” and that it “regrets the misunderstanding.”
The campaign, conceived as a web series, was the work of Contrapunto BBDO and participated in it, apart from Gibaja, the socialite and television personality Carmen Lomana and the rapper Diego García Arroba, known as “El Cejas” and the influencer Aless Gibaja.
The campaign has been branded as homophobic and “plumophobic”, while calling for a boycott of the brand
The withdrawal has come due to the criticism that several days after the launch of the campaign began to appear on social networks. They censored the way in which Gibaja appeared in it, which has been described as homophobic and “plumophobic”, while, as usual in these cases, a boycott of the brand was called for.
The campaign had been presented with the first three episodes of the series, and each of them was dedicated to one of its protagonists. In the one starring Gibaja, he appeared asking the bartender at the beach bar where the entire campaign took place “a sexy orange juice with vitamins A, B and C”.
Then the bartender hands him a bar of Snickers Ice Cream and when Gibaja bites into it, he transforms into a man whose appearance can be assimilated into the straight canon. Then, Gibaja’s companion asks him: “Better?” And this responds: “Better”. The episode closes with the classic Snickers catchphrase: “It’s not you when you’re hungry.”
The criticism did not begin to be evident until August 5 and late in the afternoon of that same day, Snickers announced the suspension of the campaign, which has been completely withdrawn, not only in the part led by Gibaja.
Snickers has announced the withdrawal through a statement published on its Instagram account in which the brand affirms that it takes “the rights of equality and inclusion very seriously” and that “anyone has the right to show themselves as they are. . For this reason, from Snickers we want to apologize for the misunderstanding that our new advertising campaign may have caused ”.
“At no time has it been intended to stigmatize or offend any person or group,” the statement continues. “In this specific campaign, the aim was to convey in a friendly and casual way that hunger can change your character. Again, we regret any misunderstandings and, in order to avoid spreading a message that could be misinterpreted, we will immediately proceed to eliminate the campaign ” socialposts.