Multinational Brands Face Backlash Over Culturally Insensitive Advertising Tactics

Recent Apologies: Multinational Brands Address Insensitive Advertising

This past week, in the bustling city of Chicago, two popular brands, Heinz and Bath & Body Works, made headlines with announcements that put them in the hot seat. Both companies issued apologies after facing backlash for messages and products that many deemed culturally insensitive. Let’s dive into what happened.

Heinz Under Fire for Stereotypes

For Heinz, the controversy began with two distinct advertisement campaigns. One, an American campaign that some viewers felt echoed a racially stereotypical minstrel image, certainly didn’t sit well with many. The backlash made waves, prompting the company to reevaluate its messaging strategy. To make matters trickier, they launched another campaign in the UK right during Black History Month, which depicted a Black woman portrayed in a way that many found problematic due to its cultural implications.

Heinz, after feeling the heat from social media and public opinion, responded with a statement emphasizing their commitment to listening and learning from consumers. They quickly pulled the ads in question and issued apologies, admitting that they value customer feedback immensely.

Bath & Body Works’ Candle Controversy

Meanwhile, Bath & Body Works also found themselves at the center of a PR storm thanks to a new winter candle named “Snowed In.” Unfortunately, the candle’s packaging accidentally resembled a group of Klu Klux Klan members in hoods, and social media users were quick to point it out. The packaging wasn’t just a marketing faux pas; it was a glaring misstep that raised eyebrows and sparked outrage.

Similar to Heinz, Bath & Body Works took swift action after realizing the uproar. They pulled the candle from shelves and expressed regret over how their product design was perceived. Their message reiterated the importance of customer opinions and a desire to foster better communication with their audience moving forward.

What Is Happening Here?

With high-profile companies like Gucci, Prada, H&M, and even Dove making headlines in the past for cultural insensitivity, one might wonder why these slip-ups keep occurring. It seems that in the fast-paced world of branding, some companies forget to take a step back and review their cultural narratives. After all, a single misstep can potentially cost a brand dearly—case in point, Bud Light, which faced a significant backlash in 2023 and reportedly lost over $27 billion in market capitalization following a marketing decision that wasn’t well received by its traditional customer base.

A Call for Change in Marketing Teams

So, why do companies continue to miss the mark? Well, many point to the lack of diversity in creative teams. The conversation often centers around the need for brands to hire a diversity officer or to ensure a more diverse group is involved in the decision-making process. Yet, the true challenge lies deeper—it’s about the actual power dynamics at play.

In an industry setting, where reputation is everything, one can argue that a chief diversity officer (CDO) should have a strong voice. When a CDO is actively involved in the creative process, whether it’s reviewing advertisements or product designs, they hold the potential to prevent these cultural mishaps before they hit the market.

In many organizations, CDOs are relegated to roles focusing on hiring practices and training rather than being viewed as essential players in shaping marketing and communication strategies. It begs the question: Why not empower CDOs to be proactive representatives of the brand’s public image?

A Wake-Up Call for Brand Reputation

Ultimately, the essence of reputation hinges on trust, track record, and how a brand presents itself in the modern world. Brands like Heinz and Bath & Body Works have made it clear that they are ready to learn from their errors. But, as their recent blunders demonstrate, it might be time for them—and many others—to rethink how they integrate diverse voices into their creative processes.

As we move forward, the ability to pause, reflect, and reassess could mean the difference between a genuinely inclusive brand and one that continues to stumble over outdated stereotypes.