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Beverage company Tropicana has pulled an advertisement for mimosas and issued an apology after being inundated with complaints online, which in and of itself earned the company mocking ridicule from others.
The company came under fire after launching its “#TakeAMimonent campaign, encouraging parents to de-stress amid the ongoing COVID-19 pandemic by partaking in the alcoholic drink.
The campaign, which debuted earlier this month, said, “Parents, you’re juggling it all! Find the ultimate moment of brightness for yourself — wherever and whenever — with a Tropicana mimosa, of course!”
The promo featured bottles of the brand’s orange juice hidden away with bottles of champagne in mini-refrigerators in a home’s garage, bathroom, and closet.
@sharonlouiselop Parents, you’re juggling it all! Find the ultimate moment of brightness for yourself – wherever and whenever – with a Tropicana mimosa, of course! #TakeAMimoment to help make your mornings a little brighter. #Tropicana☀️
— Tropicana (@Tropicana) December 9, 2020
In addition, the beverage company also noted in a press release that has since been taken offline it would award “incognito mini-fridges” to some parents who posted pics online of them drinking their mimosas.
“Tropicana is helping parents find those moments – wherever and whenever they can – by creating incognito mini-fridges filled with the makings for mimosas to provide moms and dads with the ultimate ‘Mimoment’ for themselves,” said the release.
A number of celebrities partnered with Tropicana to launch the ad campaign including Gabrielle Union, Jerry O’Connell, and Molly Sims, with the latter saying, “My closet has become my go-to sanctuary to catch my breath for a quick moment of brightness, a place to sometimes eat my kids’ snacks or better yet, to sip a mimosa. It’s important to look after yourself while also looking after your family.”
The firm also said it conducted a survey of 1,000 parents, 87 percent of which said the “sometimes just need a moment for themselves.”
“Overwhelmingly, parents noted that they … actively seek out creative ways to find these moments around the house. We saw #TakeAMimoment as an opportunity to engage parents in a fun—and real—way,” said Anup Shah, VP and chief marketing officer of Juice Brands, PepsiCo Beverages North America.
“We can’t be our best for our families unless we as parents take time for ourselves. Tropicana recognizes that it’s important to balance self-care with caring for others, especially in times like these,” Shah added.
But the campaign was quickly attacked by some social media.
“#TakeAMimoment represents everything that is wrong with alcohol in this country,” one user complained.
#TakeAMimoment represents everything that is wrong with alcohol in this country.
— Colleen Perry (@colleenperry29) December 14, 2020
“Mommy wine culture is a lie and it’s killing us. You don’t need to #TakeAMimoment. You just need to try new ways to manage stress + overwhelm,” another alleged user — who was following no one on Twitter and who only had 19 followers, suggesting it is a troll account — wrote.
Mommy wine culture is a lie and it's killing us. You don’t need to #TakeAMimoment. You just need to try new ways to manage stress + overwhelm.
— Jen Hirst (@jenleehirst) December 15, 2020
In a Dec. 15 tweet, Tropicana posted a statement apologizing for the campaign.
“We want to apologize to anyone who is disappointed in or offended by our recent campaign,” the company said in a 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.”
— Tropicana (@Tropicana) December 16, 2020
The company continued: “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.”
Several other users were critical of the company for pulling the ad.
— Tropicana (@Tropicana) December 16, 2020
Co-hosts of Fox News’ “The Five” also railed at Tropicana for pulling the campaign, as well as the so-called ‘woke culture’ that drove the complaints.
Haven’t seen the ad, but people need to chill out. If an ad is going to *trigger* you to drink, then I really don’t know what to tell you.
— Summerlovejoy (@BulletAndBoard) December 17, 2020
Well mimosas are certainly part of my self care & the ad was spot on how I feel some days. We do have addiction issues in this country that I take seriously, but imo being angry at this ad does nothing to help that issue. Be proactive w/ ways to help, not reactive to a silly ad.
— Meagan (@meaganmay24) December 17, 2020
Thank you for letting me know where you stand. Now I know to purchase another brand if OJ. You fall to them now, you’ll fall for anything. pic.twitter.com/WEgkxH7avz
— phebereed (@iamhappygolucky) December 21, 2020
I’ll have a mimosa in your honor. People just like to run their mouths so they feel like they’re doing something with their lives 😂
— Daniel Bulanda (@cheezwizard0403) December 17, 2020
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