Nivea Gets Fired By Ad Agency After 100 Years Over Alleged Homophobic Remark
By Izza Sofia, 08 Jul 2019
Image via monticello / Shutterstock.com
One of the biggest advertising agencies has cut ties with Nivea after the company’s executive reportedly said, “We don’t do gay at Nivea.”
The comment was allegedly made by a senior employee during a conference call with advertising company FCB, and one of the people in the team conversing with the Nivea contact is gay.
The response came after FCB proposed a skincare advert featuring two men touching hands.
The remark was said to be the “final straw” for the creative agency, according to Ad Age, as “tensions” were brewing between both companies for some time following over 100 years of their partnership.
Carter Murray, CEO of FCB, stated that “tough choices” have spurred the agency to go down a different path, though he did not address the homophobic comment openly.
Despite Nivea representing one percent of the FCB’s revenue, the contract between both companies will not be renewed and will expire at the end of 2019. Murray is confident that the agency will be able to make up for the loss come 2020.
The company that owns Nivea, Beiersdorf AG, has also addressed the controversy, declaring that it has “zero tolerance for discrimination” and is highly committed to “diversity, mutual respect and equal opportunity.”
The purported move by Nivea has also outraged social media users, some of whom have recorded themselves tossing away their Nivea products and proclaimed a boycott on the brand. One Twitter user, for instance, shared a photo of their Nivea lotion in the trash, with the caption, “Nivea doesn’t do gay? I don’t do Nivea.”
no one:— Xtra (@dailyxtra) July 2, 2019
Nivea: “We don’t do gay."https://t.co/FZ1pfTqS0g
Nivea doesn't do gay? I don't do Nivea. Are you with me? pic.twitter.com/BIR1ozpgQ6— Jane Palen (@jbriggspalen) June 27, 2019
Nivea was shown an ad proposal from their agency that had two men touching hands. Their response? “We don’t do gay at Nivea.” Well, sorry, but from here forward, we gays and our friends don’t do Nivea. @NIVEAUSA— George Takei (@GeorgeTakei) July 2, 2019
A skincare company that doesn't "do gay". Whaaaat?!! Might wanna rethink that strategy if you wanna reach the men who probably spend the most on skincare #truth #pride #nivea #hmmm https://t.co/bPuVsOYRkM— for example (@EGF4) June 26, 2019
Ah, so you “don’t do gay at Nivea”? Well, my husband and I will no longer “do” the bigoted Nivea brand at our house. I’ll be sure to let all our friends and family know, too. 🏳️🌈🏳️🌈🏳️🌈🏳️🌈🏳️🌈— S A MacDonald (@S_A_MacDonald) July 2, 2019
After a 100-year long relationship Nivea Crème dropped by ad agency FCB due to homophobic comment “We don’t do #gay at #Nivea” over marketing call @NIVEA_Germany your "strong commitment to diversity" better become actually visible, or I will stop. Ich bin auch deutsch und #schwul pic.twitter.com/sQM0jrjqxR— Mirosława Štern® RMX (@Generacija78) July 4, 2019
[via Pretty 52, opening image via monticello / Shutterstock.com]
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