Dive Brief:
- Add Bloomingdale’s to the list of brands that seemingly didn’t quite think through an ad campaign and faced immediate social media backlash.
- The catalog ad in question featured a man and woman standing next to each other with the woman laughing and looking away with the caption "Spike Your Best Friend’s Egg Nog When They’re Not Looking" floating between them.
- The ad, which began to circulate around the web earlier this week, seems to suggest date rape, drawing fire from consumers wondering how the ad could have been approved in the first place.
Someone at Bloomingdale’s thought this ad was smart. I assume that person has been fired. https://t.co/VrxfDfSGQI pic.twitter.com/Tg96myLnx7
— Jim Roberts (@nycjim) November 11, 2015
Dive Insight:
Bloomingdale’s has rightfully taken social media heat for an ill-considered catalog ad that seemed to promote date rape.
In a statement the retailer said, “In reflection of recent feedback, the copy we used in our recent catalog was inappropriate and in poor taste. Bloomingdale’s sincerely apologizes for this error in judgement.”
We heard your feedback about our catalog copy, which was inappropriate and in poor taste. Bloomingdale's sincerely apologizes.
— Bloomingdale's (@Bloomingdales) November 10, 2015
But, unlike a TV or digital ad, the controversial ad ran in its print catalog so there’s no way it can pull the ad from catalogs that have already been distributed.
The department store isn’t the only retailer having a bad week image-wise. H&M responded to a recent tweet that it should feature more black models when it chooses its models to “convey a positive image” in its stores.
Bloomingdale's has declined to comment further than the tweet it sent out. You can see view the ad in full on imgur.com, where it was first uploaded.
