Brandjack News

By Quentin Langley

Nivea spent a fortune developing an ad contest only to see it condemned as racist almost immediately it was launched.

I think we can rule out the possibility that they did this deliberately for the publicity. But who came up with the idea of an advert which seems to Black people that they should try to be more white? Who signed off on the concept? How many tiers of approval did this have to go through?

This seems to me to be rather like the tale of the Emperor’s new clothes. There must have been many people who saw the ad and thought “am I the only one who thinks this is a little bit racist? Nobody else has said anything. I must be”.

Way to go, Nivea. Brandjack yourself as racist.