Posted on 12/19/2020 11:06:33 AM PST by mylife
Tropicana orange juice is under fire after a cheeky ad campaign that suggested parents stash the ingredients for a mimosa in fridges around the house to take a break. The ad was found to be offensive by many social media users, including a sobriety group.
The new ad campaign, which has since been shut down, was targeted at stressed out parents who've been home with their kids throughout the quarantine and asked them to #TakeAMimoment for themselves. But some commenters on Twitter were offended, pointing out that the idea of drinking in secret from your family is probably not the healthiest way to cope with the stress of the pandemic.
"Parents, you’re juggling it all!" read the tweet from Tropicana posted December 9. "Find the ultimate moment of brightness for yourself — wherever and whenever — with a Tropicana mimosa, of course! #TakeAMimoment to help make your mornings a little brighter."
The ad campaign, from MullenLowe PR and Cramer-Krasselt, also asked parents to share stories of how they take a breaks. Celebrities like Molly Sims, Gabrielle Union and Jerry O’Connell were slated to participate on social media.
In the ad, mini fridges are hidden in the closet, the garage and even in the bathroom, filled with the ingredients for brunch's favorite beverage (that's one part sparkling wine, one part OJ).
A firestorm of negative comments ensued, calling the brand out on what some felt was a tasteless way to encourage juice-drinking.
"Slamming a mimosa in the laundry room isn’t cute and it’s not 'treating yourself,'" tweeted one commenter.
"#TakeAMimoment represents everything that is wrong with alcohol in this country," tweeted another person.
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"We want to apologize to anyone who is disappointed in or offended by our recent campaign," reads the statement. "The intent behind it was in no way meant to imply that alcohol is the answer or make light of the struggles of addiction. 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."
It appeared that the apology wasn't accepted by some groups. Klen&Sobr, a recovery pod organization, tweeted an expletive-filled response on Tuesday. "Suggesting parents hide from their families to drink is disgusting, irresponsible," they tweeted.
"FWIW, the campaign didn’t “imply” alcohol was the answer… it was *explicit* in demonstrating that hiding from one’s family — including leaving young children unsupervised — to drink alone was the answer. I’m gonna need to #TakeAMimoment to process your weak apology."
Not all reactions to the ad were negative, though.
"As a mom who likes a special mimosa, AND who still has to sneak away from TEENS to have a hot bath alone....I will be buying more Tropicana!" tweeted one commenter. "My little brother is a recovered alcoholic & would think the campaign is cute."
"#CancelCulture strikes again," tweeted another person who liked the ad. "I’m a grown up and can drink responsibly."
For now, parents will take their juice straight, and only at the breakfast table.
Some people make a career out of being offended. Sheesh.
And we're empty nesters.
Yes, people seem to take offense at just about anything. There is so much fear, anger and hatred that it is hard to fathom.
if it does not involve salt and lime, what’s the point?
That offends me. 😁
Seriously though, as a former drinker, if you can drink and enjoy it...have another. Just don't drive.
As an aside, I sure don't miss that awful feeling the next morning.
Glad to be stone cold sober, but that doesn't mean other folks can't enjoy drinking.
Proverbs 31:6,7
Even the Bible knows that sometimes we need a pick-me-up.
I prefer a Cuba Libre, myself.
I think they need a drink... ;)
Maybe with a picture of a baseball bat below.
When my great grandmother had my mother and the other grandkids over and the kids became too much of a handful, she broke out the whiskey.... and gave it to the kids. Calmed them right down.
No kidding. My response is Lighten up, Francis.
My mom used to rub whiskey on the gums of her teething grandchildren.
M-others
A-against
D-drunk
P-arents
😱🍻
The beer I had fot breakfast was good so I had another for dessert
Post of the day!
Just remember, don’t post when you are toast
My personal PSA for the day
Get a life.
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