Tropicana orange juice is facing backlash online due to its newest ad campaign that suggested parents should stash orange juice and champagne around the house for a quick mimosa break away from their kids. The ad was seen as offensive by many, including sobriety groups. Many found it to be irresponsible for the brand to encourage secretive alcohol consumption. Now, Tropicana has apologized after witnessing the negative reaction to their mimosa-themed campaign.
The OJ brand’s ad campaign was marketed towards stressed-out parents who’ve been stuck at home with their kids throughout lockdown and encouraged them to #TakeAMimoment for themselves as a stress reliever. Though some people enjoyed the campaign, others pointed out that coping with the stress of the pandemic with alcohol does not lead to healthy drinking habits and could quickly lead to a problem of alcoholism.
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Tropicana has issued an apology for an ad campaign after sobriety groups claimed it encouraged people to drink.
The ad campaign, which has since been removed, featured celebrities like Gabrielle Union, Jerry O’Connell and Molly Sims showing off their secret mimosa fridges, which were disguised as other items like laundry hampers or tool boxes, the New York Post reported.
The celeb parents then allegedly explained how each Take A Mimoment – a play on mimosa – away from their kids to treat themselves to the alcoholic beverage made with Tropicana juice. The postings have since been deleted.
TODAY Food reached out to Tropicana for a quote and was referred to their public statement posted Tuesday on Facebook and said they had nothing further to add at this time. The same statement was also posted on Twitter. We want to apologize to anyone who is disappointed in or offended by our recent campaign, reads the statement. The intent behind it was in no way meant to imply that alcohol is the answer or make light of the struggles of addiction. While we believed we were bringing the #TakeAMimoment program to life in the right way through a message of positivity and balance mixed with a bit of levity we hear the feedback that for some we ve missed the mark. Accordingly, we re ceasing any further activity in support of the campaign. We value the comments and perspectives that have been shared and will use it as a lens for evaluating future campaigns.
Tropicana apologizes for suggesting mimosas are the answer to pandemic parenting today.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from today.com Daily Mail and Mail on Sunday newspapers.
Tropicana launched a #TakeAMimoment campaign featuring Gabrielle Union, Jerry O Connell and Molly Sims
The campaign showed the celeb line-up sneaking off to hidden fridges in their home to make a mimosa and take a break from their families
The company said it was helping parents take a moment for themselves
Yet it was criticized by sobriety groups and activists for encouraging addiction by normalizing drinking in secret
Others claimed it encouraged alcohol use as a coping mechanism
Tropicana apologized after the backlash and removed the campaign