Shoe City marketing director Louise Hamman today, Wednesday, 8 June 2011, has issued a statement apologising on behalf of the company after receiving complaints yesterday, Tuesday 7 June, via marketing
and social media sites about an "offensive" print ad by Lowe Bull for Shoe City, which was labeled as "tasteless", "irresponsible" and "insensitive" by animal lovers. [updated]
States Hamman, "I wish to extend my sincere apologies for any offence or emotional distress that was caused by the print advertisement. As a company we value and vigorously support animal rights, as well as the communities we serve, and after becoming aware that the advert had offended some individuals, have taken a number of corrective measures."
The advertisement, which was conceptualised and executed by Lowe Bull, appeared in You
magazines last month with the tag line "Whatever happens, there's always Shoe City
". However, Lowe Bull no long works on the Shoe City account; before the public outcry happened, ninety9cents
had been appointed to manage the brand's ATL work.Confirmed actionables
The confirmed actionables are:
- Immediate suspension of the advertising campaign
- The introduction of an internal review process to ensure that all external messaging is aligned to Shoe City's value system and ethos
- The donation of R15 000 by Shoe City to the Animal Anti-Cruelty League, with an additional R10 000 contribution from You magazine (to demonstrate its commitment to supporting the rights of animals and ensuring that the advertising message isn't misconstrued by the public)
Consumer outrage occurred yesterday on Bizcommunity.com, Twitter
after Lindsay Grubb
's opinion piece How to lose your customers in three easy steps
was published here on Bizcommunity.
Shoe City is currently in the process of apologising to wall comments on its Facebook page.For more:Updated at 2.32pm on 8 June 2011.For More links updated at 3.55pm on 8 June 2011.For More links updated at 10.42pm on 9 June 2011.For More list updated at 3.55pm on 21 June 2011.