Leaders

ad:
*

Waitrose issues apology over 'racist' Easter packaging

Published by

UK reatailer Waitrose has issued an apology after receiving customer complaints about a trio of chocolate ducklings being sold in its stores.

The set of ducks included three types of chocolate that were labelled as crispy, fluffy and ugly, with the latter being associated with the darkest.

It is thought the packaging was meant to reference literary fairy tale The Ugly Duckling by Danish poet and author Hans Christian Andersen.

It tells the story of a small bird born in a barnyard who suffers abuse from the others around him before maturing into a beautiful swan.

The original packaging for the £8 Watrose product saw the milk and white chocolate ducks associated with the crispy and fluffy labels respectively, while the dark chocolate figure was positioned above the word ugly.

 

*

 

Reacting to the placement, one shopper posted a photo alongside this tweet: “Crispy, Fluffy and Ugly - trio of Easter ducklings at #waitrose. Ugly is the dark one on the right. Overheard women saying “this is not right” , I agree, doesn’t look good at all. Thousands of other options... why #ugly?????”

Since receiving complaints on social media as well as customer comments in-store, Waitrose has replaced the packaging and stated it didn’t mean to “cause any offence” with the message.

However, the social media commentary wasn’t all one-way, with others suggesting the customer complaints had been oversensitive and out of context.

One tweet read: “It’s only chocolate ffs.” Another followed: “The irony in this is it's about the story of the ugly duckling which is a story of not judging one by their appearance, but you can't help yourself can you?”

The Waitrose statement responded to the issue: "We are very sorry for any upset  caused by the name of this product, it was absolutely not our intention to cause any offence. We removed the product from sale several weeks ago while we changed the labelling and our ducklings are now back on sale."

Comments

More Leaders

*

Leaders

From condoms to cannabis: how to market your taboo product

The conversation around controversial and taboo sectors is changing. Topics that used to be hard to tackle even ten years ago are now out and in the open, which opens up a whole new world of possibilities for marketers and brands. It does, of course,...

Posted by: Creativepool Editorial
*

Leaders

Influencer marketing success comes with a multi-platform approach

It is tempting to adopt a siloed approach to marketing and brand communications, especially when dealing with an audience you don't interact with daily. In a way, social media platforms are like boxes, containers of the audience segment your brand...

Posted by: Creativepool Editorial
*

Leaders

How to design with empathy and inclusion

Inclusive design. We double-dare you to find a more relevant term or concept today. With a globalised world and countless opportunities to reach all kinds of niches and communities around the planet, designing for your own needs is just another...

Posted by: Creativepool Editorial