Last month, Glaceau, the maker of Vitaminenergy drink, debuted their slogan for a new campaign, which graced the sides of mobile advertising vehicles. The slogan read, “Wings are for fairies.” This probably wasn’t the smartest decision this New York-based and risqué company has made. Gay and lesbian activists immediately contacted Glaceau representatives voicing their concern and disappointment for Vitaminenergy drink’s new slogan. Using the derogatory term, “fairy,” in reference, or linkage, to gay men was, I assume, not the intent of the company’s new placement. Instead, it was a direct reference to their competitor Red Bull.
We all know there is power in communication, and there is power in words. The perception of the term fairy to a member of the LGBT community strikes a chord that may not resonate with those outside. Through closer research, Glaceau may have recognized the negative connotations and demeaning tone of their new slogan. The company issued an apologetic statement, claiming they were removing the slogan from their vehicles as soon as possible. Was it too late?
When you’re trying to snip the wings of your competitors, don’t forget that your actions could make your consumers take flight.
What visual accompanied the slogan? If it was just a bottle of water then it was arguably a bad choice. If not, why are we so upset at using the word fairy? I'd suggest that's being a bit oversensitive. When is it ok to use the word. Did we vote on this at a meeting that I missed? :)
Posted by: Ad Insider | June 09, 2008 at 05:43 PM