In 2021, Snickers created an ad campaign that came off as homophobic to most of the general public. The main caption of the quote was as stated, "You're not you when you're hungry." They then had a major Spanish influencer eat a snickers bar which turned her into a bearded man with an extremely deep voice to replicate being a male. The LGTBQ community was really affected and took this ad personal although Snickers claimed that they misinterpreted it. Snickers released a statement explaining how they are sorry and that it wasn't their plan to offend anyone. Shortly after, they took the ad down to help prove they didn't want to offend anyone. The company stated, "At no time has it been our intention to stigmatize or offend any person or group. In this specific campaign, the aim was to convey in a friendly and casual way that hunger can change your mood." This was a good example of how things can be misunderstood and that marketing teams need to spend more time making sure everything is formal and non-offensive.
In 2021, Snickers created an ad campaign that came off as homophobic to most of the general public. The main caption of the quote was as stated, "You're not you when you're hungry." They then had a major Spanish influencer eat a snickers bar which turned her into a bearded man with an extremely deep voice to replicate being a male. The LGTBQ community was really affected and took this ad personal although Snickers claimed that they misinterpreted it. Snickers released a statement explaining how they are sorry and that it wasn't their plan to offend anyone. Shortly after, they took the ad down to help prove they didn't want to offend anyone. The company stated, "At no time has it been our intention to stigmatize or offend any person or group. In this specific campaign, the aim was to convey in a friendly and casual way that hunger can change your mood." This was a good example of how things can be misunderstood and that marketing teams need to spend more time making sure everything is formal and non-offensive.
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