Here We Go Again! NIVEA Pulls Controversial ‘White Is Purity’ Ad Campaign

Earlier this week, Pepsi “missed the mark” with its ad that had Kendall Jenner ridding the world of injustice with a can of Pepsi. Now, it appears that Nivea has followed suit with their own version of a controversial ad. The company recently released an ad in the Middle East that outraged many people but also gained praises by others.

Nivea’s ad pictured a woman in a white robe with the words “White Is Purity” across the bottom of the picture. The ad also had the following caption, “Keep it clean, keep bright. Don’t let anything ruin it, #invisible.”

Nivea ad
Courtesy: Google Images

Of course the white supremacists had a field day with this ad and began to share it through social media.

Bye Bye Ad

Once Nivea got the word that their ad was being praised by racist, they immediately pulled the ad and made a statement via Twitter. Nivea made the following statement through their Twitter account: “The NIVEA Middle East post was not meant to be offensive. We apologize. It’s been removed. NIVEA values diversity and tolerance.” Later the company admitted that the ad was inappropriate.

Nivea logo
Courtesy: Google Images

Unfortunately, this is the first bad judgement call for the company. In 2001 NIVEA found themselves apologizing. Then they apologized and pulled an ad with the slogan “re-civilize yourself”. The ad featured a clean shaven black male holding the head of a black male with an afro.

@SeptembreA Twitter
Courtesy: Septembre Anderson Twitter Account

I wonder how many slip ups the company will end up apologizing for? The clearly don’t consult focus groups in this company.

So, what are your thoughts? Do you think the company was deliberately trying to be racist with their new ad? Do you feel like a slip up like this may happen again? Should Nivea do more than issue a Twitter apology? Let me know in the comments.

By Ronda Brooks