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But it soon got pulled after the company realized that the slogan could be seen as racist; the ad also spurred criticism among Twitter users. Kao’s shares fell as much as 2.4% in Tokyo Friday.
“Our intention was to promote shared housework as a fun activity,” Ryota Ogawa, a spokesman for Kao, said by email. “But we suspended the campaign after realizing that in English the ‘Be WHITE’ slogan could be interpreted in many ways and therefore lacked sensitivity.”
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