Gloria Jean Coffee Promotion Targeting Tall Women in Vietnam Backfires


In celebration of the apparent increase in average height of women in Vietnam, Australian coffee brand Gloria Jean launched a promotion offering free coffee to women in the country 1.65 meters (about 5'6") or taller.

Predictably, the campaign, which followed a Vietnamese government campaign advocating official recognition of the increase in average national height, backfired following complaints the effort was offensive. The company has since cancelled the promotion

Gloria Jean issued a statement calling the promotion "unauthorized" and went on to say "This promotion did not reflect the values of our brand, as we welcome everyone into our coffee houses around the world."

Campaigns such as this one are destined to cause controversy. Anytime you peg something on a person's physical qualities, let alone race, creed, color, religion and the like, you are inviting backlash. One truly has to wonder what goes on inside the heads of those who dream up these disasters.

by Steve Hall    Dec-14-12   Click to Comment   
Topic: Brands, Promotions   

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