In a hyper-sensitive market such as ours, the consequences of offending people are enormous. But the consequences of being bland are just as damaging for long-term brand growth. How can marketers get their brands noticed without getting them hated?
by DK Badenhorst. There is no way to tell the story of starving children in a lovely way. There is just no nice way of saying ‘millions of children eat less than a domestic dog’. But a cultural understanding of your market will make you aware of any minefield you’re heading into. And don’t assume that, because you are from the place, you’ll know.
by Herman Manson (@marklives) Ogilvy Cape Town, the agency behind the controversial new Feed a Child campaign, has apologised for giving offence and confirmed that the ad has, in consultation with its client, been withdrawn. The ad showed a wealthy white woman treating a black child like a pet and feeding him bits of food off her plate. In one scene the boy licks her fingers clean. ‘The average domestic dog eats better than millions of children,” the ad concludes. It then urges viewers to make a donation to NGO Feed a Child.