Tropicana Issues An Apology After Controversial Campaign
Tropicana took to social media to apologize after their recent campaign implied alcohol is the means of escape for parents during this pandemic…
The campaign #TakeAMimoment was intended to be a light-hearted campaign aimed at parents who may be struggling to find a moment of solitude during this year’s pandemic and other hardships. Unfortunately, it was met with more controversy than laughs.
Folks were concerned and unamused by the suggestion that alcohol be the answer to the problems parents around the country are currently facing with at-home learning, remote working, etc.
Tropicana said, “While we believed we were bringing the #TakeAMimoment program to life in the right way — through a message of positivity and balance mixed with a bit of levity – we hear the feedback that for some we’ve missed the mark. Accordingly, we’re ceasing any further activity in support of the campaign. We value the comments and perspectives that have been shared and will use it as a lens for evaluating future campaigns.”
They took their apology to social media reiterating that the struggles of addiction and turning to alcohol in times of hardship are not to be taken lightly, and something the brand deeply regrets implying.
— Tropicana (@Tropicana) December 16, 2020
The orange juice campaign originally featured stars such as Gabrielle Union, Molly Sims, and more, explaining how they’ve resorted to hiding in bathrooms and closets in order to escape the chaos… even if just for a moment. Tropicana called for others to share how they themselves take a “mimoment” for the chance to win a stocked mini-fridge, while urging to drink responsibly.
While majority called for this campaign to be suspended immediately, quite a few internet users claimed the outrage surrounding it was excessive and overblown.
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