2016Diversity MarketingBlunders

1 CANADIAN MINING COMPANY DEFENDS

BIKINI PROMO VIDEOThe head of KWG Resources, a Canadian mining company, saw no harm in a promotional video that featured two women in bikini tops. The video was meant to promote the so-called Ring of Fire. The video, entitled “5 Interesting ‘Ring of Fire’ Facts,” was criticized by some as “archaic and humiliating.”The CEO said that the criticism is unwarranted and defended the video because “sex sells.”

2 HAPPY SLAVEScholastic Publishing released a children’s book which depicted U.S. President George Washington’s slaves – Hercules and his daughter, both of whom were enslaved by the President – as happy workers.The book, “A Birthday Cake for George Washington,” was criticized for giving a false impression of the reality of the lives of slaves.After educators joined the public in criticizing the children’s picture book Scholastic announced that it would stop its distribution.

3 ‘WHITE MAKES YOU WIN’A Thai online ad for skin-whitening pills shows a model slowing turning darker and saying that she owes her success to having white skin. The ad uses the slogan “white makes you win.”The skincare company, Seoul Secret, apologized and removed all content after the international criticism for the ad campaign.

4 9/11 THEMED COMMERCIAL

A Texas mattress company has closed after airing TV commercial announcing the store’s 9/11 sale. The ad features a woman in the foreground saying “What better way to remember 9/11 than with a Twin Tower sale?” while a pair of employees toppling two towers of mattresses.

5 MLK DAY ‘FUN SHOOT’The U.S. military pulled a flyer announcing a ”fun shoot” at a Georgia Air Force Base scheduled to be held on the holiday honouring the civil rights icon.Dr. Martin Luther King was assassinated by a gun shot to the head in 1968.

6 INUIT CULTURE USED TO SELL LIQOUR

Ungava, a Canadian gin company, has apologized after it was criticized for “stealing and exploiting” Inuit imagery to sell liquor. Its campaign included a video with a man chanting “Ungava” in a throat-singing style. The campaign was also criticized for sexualized Inuit women.It was suggested that the company instead pay Inuit to work with them to create a more respectful advertising campaign.

7 BLACK FRIDAY MATTERSA Toronto boutique clothing store in upscale Yorkville ran an email promotion that read, “All Sales Can’t Matter Until Black Friday Sales Matter.”It was criticized for the promotion that referenced the Black Lives Matter movement. The store apologized for “the confusion and frustration people are feeling” and removed the social media posts announcing the sale.

8 SNAPCHAT REMOVES BOB MARLEY FILTER

Snapchat introduced a filter that makes the user look like a version of the late singer, Bob Marley. The filter adds a Marley-style cap, dreadlocks, and darkens the users’ skin tone, and was criticized for being digital blackface.A Snapchat spokesperson said that the lens was created in partnership with the Bob Marley Estate as a way for people to share their appreciation for the late singer and his music.

9 SNAPCHAT REMOVES ‘YELLOWFACE’ FILTER

After releasing the Bob Marley filter, Snapchat introduced an “Anime” filter which changed user’s faces to resemble caricatures of Asian people.After the negative responses to the filter, a Snapchat official said that the lens was “inspired by anime, and was meant to be playful.”The filter has been taken down permanently.

10 T-SHIRTS PROMOTE RACIST IMAGERY

Moncler Clothing came under fire after releasing a new clothing line that reflects racist imagery that reflects minstrels, cartoons and toy dolls from America’s racist past. The company apologized and no longer makes the clothing available online.

11 SHAMPOO FOR ‘SUICIDAL HAIR’

Urban Outfitters decided to stop stocking shampoo for “suicidal hair” after it came under fire.The product was produced by Anatomicals, a U.K.-based brand, which said that it will “probably” discontinue the product. The company noted that the product has been on sale for years and “continues to be loved by many customers.”

12 UNFORTUNATELY DESIGNED MUG

The internet had a laugh at the expense of the University of North Texas.The unfortunately designed mug was trending on Facebook in 2016.The university has stopped selling the coffee mugs.

13 RED CROSS SAFETY POSTER

The American Red Cross came under fire in 2016 for a pool safety poster many called racist. The poster shows White children behaving appropriately or “cool” while only children of colour were engaging in inappropriately or “not cool” behaviours.