Ferrero (2013)

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Ferrero S.p.A., more commonly known as Ferrero Group, is an Italian manufacturer of branded chocolate and confectionery products and the second-largest chocolate and confectionery company in the world, founded in 1946. [1]

Ferrero is well known for several of their brands, including Famous Amos, Kinder Bueno, Ferrero Rocher, Ferrero Küsschen, as well as Nutella.

Controversy

Ferrero's Commercial "Yes, Weiss Can!"

In 2013, Ferrero released an election style ad in Germany. This commercial was made to introduce the launch of the white chocolate from Ferrero Kusschen (little kisses), which was previously only available in certain seasons. This ad raised protests from a number of people, as Ferrero used the slogan "Germany votes white." [2]

This commercial was created by M&C Saatchi, a global, autonomous, fastest-growing firm. In the advert, Ferrero Küsschen, a box of white chocolate, offers a political address in a large hall filled with white lily and people. Depicting a political rally full of enthusiastic Germans, celebrating the values of whiteness, is problematic.

Tahir Della, Chairman of the Black German Initiative, points out that the fact that this commercial has made it as far as the airwaves shows how subtle racism can be in Germany. It's recognizable to the people who are affected, but most of them don't pick up too easily.” [3] Some people also noted how the slogan that is used in this ad “Yes Weiss Can” (“Yes White Can”), mimics the 2008 slogan of Barrack Obama, “Yes We Can”.[4]

In the end, Ferrero pulled out the commercial. In an email statement, Ferrero offered the following CYA blather: "It is important for us to make it clear that we are strictly against any form of xenophobia, right-extremism or racism. All of our assertions were purely about white chocolate—and without any xenophobic intent. We regret that the commercial has been misunderstood and that the product message has otherwise been interpreted."

Reference