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.
I, and many I know, are the same.
It’s funny that our best quality is also our worst.
Tropicana is a Pepsi brand.
Some folks have way too much time on their hands with the quarantine. They are grasping at straws to be offended by, if I may mangle a metaphor.
Social Media is pure trash.
No longer drink but still against sanctimonious self righteous scolders. 😒🍻
I like, “If you’re offended get over it”.
The fact that Twatter and Fakebook have become the arbiters of societal culture is disgusting.
A weird babysitter of ours would lock me in the garage when I was a kid.
Yeah, throw in a few shots of vodka and a splash of grenadine.
I drank-in the new year 2000 with champagne and Guinness Extra Stout mixed 50/50. Good stuff! We were all here, wondering if the internet was gonna crash. It didn’t...
[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.]
My answer to the day after partying too much has always been the Bloody Mary - large glass of tomato juice with vodka, hot sauce, and a stick celery to chew on. After a couple of those, "Start Me Up, Start Me Up, Baby, I'll Never Stop"! I've even enjoyed them in the late afternoons until I meet up with Captain Morgan (rum).
For some reason many women prefer Champagne with various mixes. I've tried my wife's and it's like drinking carbonated soda water with some lame mix. Uggh.
I remember getting on Pan-AM flights and the first thing they offered on the deck was champagne & orange juice.
Of course that was a few years ago.
I did figure out my confusion... I had confused mimosa with mojito.
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