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Krispy Kreme is under fire after releasing a marketing campaign featuring a racial slur. Collaborating with Abel and Limehouse Production, one video in the campaign replaced "congrats" with "cooongrats." While the controversial video has been pulled from YouTube, three others remain online. Krispy Kreme ANZ Marketing Director Olivia Sutherland publicly apologized, emphasizing their intention to encourage doughnut purchases for celebrations, not to offend.
The controversial advertisement was initially rolled out across various media platforms, including social media, digital, out-of-home, and in-store displays. While the particular video featuring the racial slur has been removed from YouTube, the remaining three videos are still available online.
Ad Standards, the advertising regulatory body, confirmed that no complaints regarding the campaign thus far had been received. However, they said they would initiate an investigation if any complaints were submitted.
In response to the backlash, Krispy Kreme ANZ Marketing Director, Olivia Sutherland, issued an apology on behalf of the company. Sutherland stated that they "never intended to offend any person or group." The ads intended to encourage customers to purchase Krispy Kreme doughnuts for significant celebrations.
Anti-racism campaigner, Stephen Hagan, voiced strong criticism of the campaign, describing the inclusion of the racial slur as "disgraceful." Hagan's condemnation highlights the concern that such offensive content was allowed to pass through the promotional campaign for a popular brand.
Despite the controversy, Ad Standards remains uninvolved, as no official complaints have been filed. Nonetheless, the regulatory body indicated its willingness to investigate should any complaints be received.
Krispy Kreme continues to roll out the campaign across digital platforms, out-of-home advertising, and in-store media. The company aims to regain public trust and reinforce its commitment to delivering inclusive and respectful advertisements.
Photo: Darrien Staton/Unsplash
