Join on WhatsApp
Join on Telegram
Rabat – German personal care brand Nivea is coming under heavy backlash following its recent outrageous and provocative campaign for a product that wipes “paint and tears” targeting fans of Africa’s “most successful nation.”
Posted two days ago on Nivea’s official Instagram post, the campaign depicts a woman with the Moroccan flag painted on her face with a dim smile.
The picture equally depicts the 2-0 results of Morocco’s most recent World Cup game against France, with the caption: “Nivea 100% supporting the most successful African nation, 0% regrets. With NIVEA Micellar Water 0% Residue, you can free your skin from face paint and tears, leaving your skin clean and ready to cheer on your team again.”
The insensitive ad sent a wave of shock among Moroccan fans, who proudly cheered for their national team on its journey to the semi-finals of the World Cup. Nivea had made a similar ad targeting Croatian fans after their team’s semi-final loss against Argentina.
The German company came under heavy criticism online, with many fans taking to social media to denounce what they said is a failed and insensitive marketing stunt.
“I would understand if this was made for all teams before semi finals but this is outrageous!” one commenter tweeted, calling for boycotting Nivea using the hashtag “cancel culture.”
I would understand if this was made for all teams before semi finals but this is outrageous! #CancelCulture #cancelnivea #WorldcupQatar2022 #commercial #Nivea pic.twitter.com/6e0npgVI2J
— Pat Lee John (@PatLeeJohn1) December 16, 2022
Another user pointed out the company’s double-standards. While the German company did not post such an ad following Germany’s early departure from the tournament, the commenter pointed out, it chose to troll Morocco and Croatia despite the two countries’ honorable performances in Qatar.
“Nivea posting this on Instagram expecting to see or receive no backlash? Posting only about Croatia and Morocco? Why not post about Germany? Argentina? Or other big countries? Once people started sharing this and saying they should be cancelled they delete the posts,” the post read.
Nivea posting this on Instagram expecting to see or receive no backlash? Posting only about Croatia and Morocco? Why not post about Germany? Argentina? Or other big countries? Once people started sharing this and saying they should be cancelled they delete the posts. pic.twitter.com/hHIrcgmpnk
— medyˎˊ˗ ?? (@sanzuloops) December 16, 2022
Faced with this fierce backlash, Nivea retracted the ad and replaced it with an official apology for both national teams. The company then issued a statement, saying that they “deeply apologize” and that they recognize the “fantastic achievement” of the teams.
But the apology is doing little to quell public anger, as anger continues to mount among fans calling for cancelling the company.
Read Also: German Media’s Racist Comments Towards Moroccan Team Stir Uproar
