53

News

Danish candy campaign takes a nasty turn

TheCopenhagenPost
March 15th, 2016


This article is more than 8 years old.

Offensive entries make meme competition backfire on Malaco

The competition had prizes for the best entries (photo: David Castor)

The confectionary brand Malaco did not get the response it hoped for with its latest Danish marketing campaign, Metroxpress reports.

Consumers were invited to visit the website Malacomemes.dk to make memes, featuring its products with personalised picture and text combinations, for the chance to win free products. But the creations were so offensive that the site had to be closed down.

Some of the entries included racist jokes, violent threats against refugees, claims that the Jews orchestrated 9/11, and apparent messages of support for the Ku Klux Klan.

Marketing boss: badly shaken
Metroxpress contacted Marie Lykke Jensen, the head of marketing at Malaco, alerting the company to the turn its campaign had taken.

“I am badly shaken, to put it nicely. We did not in our wildest dreams think that anyone could be so sick and could come up with something like this,” she said.

“We are working on closing the site down, getting it cleaned up and putting a new strategy up to ensure that things like this don’t come through again. If you hadn’t called, then we wouldn’t have registered it,” she told Metroxpress.


Share

Most popular

Subscribe to our newsletter

Sign up to receive The Daily Post

















Latest Podcast

A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”