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Cristelle Snyman
Your customers know when you’re faking it
Cristelle Snyman
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The latest print for Hansa beer is racist
Categorising and profiling beer drinkers by skin colour is racist and hardly scientific marketing demarcation.
The latest Hansa print ad from SAB comes in two parts one dealing with whites and the other with blacks. Entitled 'I hate being white' and 'I hate being black' the ads go on to stress why the two people actually love the colour of their skin.
"If it means some people think I'm not a real South African. That I'm racist. Priveleged. Paranoid. Or baas. I'm not someone else's white. I'm my own. And I love being white."
"If it means some people think that they know my criminal record. My rhythm. My level of education. Or the role affirmative action has played in my career. I'm not someone else's black. I'm my own. And I love being black."
Racial profiling of beer drinkers went out when whites admitted to drinking Black Label and besides we live in a non racial country.
Lastly, what has feeling good about your race got to do with drinking Hansa. Bad concept, bad ad. Back to drawing board.
