"True Fruits": a smoothies business provokes discriminatory advertising

The controversial advertising topics are part of the image of "True Fruits". On social networks, the German smoothies maker has to endure accusations of sexism and racism. The shitstorm is mainly cynical. A complaint procedure is in progress.

The producer of "True Fruits" smoothies is once again a sensation. With the advertising slogan of a new Smothie in sunscreen design, the German company, known for its provocative advertising topics, receives criticism on social networks. On her is a woman who was painted with sunscreen a penis ejaculating on the shoulder.

The photo was displayed with the suggestive saying "When do you celebrate your Cumback?" The criticism is strong: the image and the slogan are sexist and inappropriate. Among the comments, however, are favorable voices touting the humor and honesty of society.

The reaction of the beverage manufacturer to the criticism of the network is even more provocative than the advertising itself. "Dictatorship of opinion", "radical apostles", "idiots wounded by the brain" are just three of the terms that the "real fruits" of the Internet community blame.

Not only is the advertisement of the sunscreen smoothie currently on the net for discussion. Especially the slogan "Bottled and towed" triggers a real storm. Victims of sexual violence feel reminded of horrified abuse experiences, these women seek advice from feminist bloggers. The Austrian star of Instagram, Daria Daria, has collected some reactions to his profile.

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Nicolas Lecloux is founder and marketing director of True Fruits. Dear Nic, when your own daughter is bottled, taken away and raped, do you still think it's funny? It's funny when your girl calls a slut, damn? Is it funny that almost two-thirds of rape alcohol play a role? Is it fun to talk about pejorative trauma? I do not think it's funny and dares to say that I have a great sense of humor. I can not and never risk trivializing violence, the culture of rape and trivializing sexual violence. True Fruits yesterday used one of my quotes to claim a hate speech in a statement. The quote from me is: "Compassion always wins". Compassion, to German compassion. True fruit has not shown any compassion since 2015, the year I tried to talk to you for the first time. This society divides our society by selling violent, disobedient and misogynistic racist subjects to spiritual marketing. As the reader says so well yesterday: language influences and opens spaces. If children are taught that something like "Strange Black" can fit on a smoothie, how do you explain that you do not say that in another context? Minimizing something and making it sociable is not funny, but damn dangerous. This is not a satire, but a bad marketing. Dear Nic, real fruit people, do you really know what kind of compassion you are asking for? It is the ability and willingness to recognize, understand and understand the sensations, emotions, thoughts, motivations and personality traits of another person. I suggest you sit down with a rape victim who has been bottled and taken away and redefine the appearance of compassion and good humor in an already divided society. For the sake of your daughters and all other people.

A message shared by Madeleine Daria Alizadeh (@dariadaria) on

This is not the first time that "True Fruits" receives reviews for its campaigns. It was not until 2017 that it was seen by Internet users. The reason was the subject of a black smoothie – The wording "seldom crosses the border". Once again, blogger Daria Daria brings together the critical voices.

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True Fruits earns money: with sexist, racist and promotional junkets. From the slogan "Suck in the Dark", which is absolutely lookistic, to their offensive and insensitive responses to trauma and sexual violence. These topics are especially fun for people who have no experience of racism, sexism, shame and ablism. What is the hip? Boycott genuine fruit-based products, notification to the advertising agency, pressure on the retailer to remove the products from the assortment and especially SOLIDARITY with all interested. This may seem trivial, what this company deducts. The structural exclusion that underlies it, however, is less trivial. (Video: @truediskriminierung)

A message shared by Madeleine Daria Alizadeh (@dariadaria) on

But what does the company, which mainly stages young people, trendy young people and environmentalists, want to achieve with this type of advertising? For Thomas Zezula, general manager of the Academy Advertising Agency and lecturer at the University of Salzburg, the answer is: pay attention. "The saying" Sex Sells "exists since the 1970s and the only question that arises is: what is original and what is embarrassing ?, states the expert in advertising. "Is such a thing still in the news today? Here you have to show responsibility and maintain a certain level. "

"True Fruits" is also distinguished by its communication with other Internet users. There are no newsletters. The comments that accuse the company of discrimination often counter "True Fruits" with cynicism. Allegations of racism or sexism are not taken seriously and minimized.

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Nicolas Lecloux is founder and marketing director of True Fruits. Dear Nic, when your own daughter is bottled, taken away and raped, do you still think it's funny? It's funny when your girl calls a slut, damn? Is it funny that almost two-thirds of rape alcohol play a role? Is it fun to talk about pejorative trauma? I do not think it's funny and dares to say that I have a great sense of humor. I can not and never risk trivializing violence, the culture of rape and trivializing sexual violence. True Fruits yesterday used one of my quotes to claim a hate speech in a statement. The quote from me is: "Compassion always wins". Compassion, to German compassion. True fruit has not shown any compassion since 2015, the year I tried to talk to you for the first time. This society divides our society by selling violent, disobedient and misogynistic racist subjects to spiritual marketing. As the reader says so well yesterday: language influences and opens spaces. If children are taught that something like "Strange Black" can fit on a smoothie, how do you explain that you do not say that in another context? Minimizing something and making it sociable is not funny, but damn dangerous. This is not a satire, but a bad marketing. Dear Nic, real fruit people, do you really know what kind of compassion you are asking for? It is the ability and willingness to recognize, understand and understand the sensations, emotions, thoughts, motivations and personality traits of another person. I suggest you sit down with a rape victim who has been bottled and taken away and redefine the appearance of compassion and good humor in an already divided society. For the sake of your daughters and all other people.

A message shared by Madeleine Daria Alizadeh (@dariadaria) on

For Thomas Zezula, advertising specialist, the way to communicate on "True Fruits" is not surprising: "When I polarize, I also adopt criticism. From a strategic point of view, it is absolutely necessary to accept and stay true to my brazen style. However, discrediting dissidents is beyond the target.

At the request of SN, "True Fruits" refers to its publication on Facebook of August 17, 2019. In more than 1,500 words, the company claims to be the victim of a "dictatorship of opinion" triggered by "radical apostles" and "hysterics". Some people led a "digital crowd and organized the Crusade against any kind of incorrect humor," the statement said. The conclusion of the text: The advertising slogan with sunscreen can be vulgar or childish, "but sexist, it is not in any case."

In any case, we move within the legal framework "True Fruits" and refers to advertising advice. However, a request from the Austrian advertising agency relating to SN revealed that there was a complaint against "True Fruits". "The file is being processed, we can not say more for the moment," reports the press office of the advertising agency.

Even if he manages with such publications to attract public attention in the short term, he should give a limit, according to advertising experts. "When it comes to advertising strategies, mistakes are often made, for example, if you want to attract attention at all costs and in a short time," says Zezula. "It may succeed, but the big question is whether I arouse long-term sympathy with the client with insults – and this is ultimately crucial for the brand.

Source: SN