BrandArena: Easter Celebration: CAN Accuses Peak Milk Company of 'Offensive Advert', Demands Apology

Monday 10 April 2023

Easter Celebration: CAN Accuses Peak Milk Company of 'Offensive Advert', Demands Apology

The Christian Association of Nigeria (CAN) has accused FrieslandCampina WAMCO Nigeria PLC, the makers of Peak Milk, of posting an insensitive Easter advert that has infuriated Nigerian Christians.

The company deployed the crucifixion of Jesus Christ as a metaphor to promote its dairy brand on Good Friday in the controversial ad, which CAN describe as "absolutely unacceptable" to the Christian faithful. The company has since deleted the advert. 

The General Secretary of CAN, Barrister Joseph Daramola, warned the company to retract the advert, tender an apology to Christians or face legal action and boycott of their products by Christians.

“We find this advert to be insensitive, offensive, and totally unacceptable. Good Friday is a solemn day for Christians all over the world, a day we commemorate the death of our Lord and Saviour Jesus Christ, who was crucified on the cross for our sins. It is not a day to be used for crass commercial purposes,” he said.

Daramola added that FrieslandCampina WAMCO Nigeria PLC’s action was disrespectful to the Christian faith and an affront to millions of Christians in Nigeria and beyond.

“We are deeply disappointed that a company of such repute would stoop so low to exploit the religious sentiments of its customers for profit,” he said.

CAN added that it was considering imposing sanctions against FrieslandCampina WAMCO Nigeria PLC, including a boycott of their products by its members and other well-meaning Nigerians who share its concerns.

“We call on the company to issue an unreserved apology to the Christian community and withdraw the offensive advert immediately,” it said.

The Christian body also recalled a similar incident in the past when Sterling Bank Plc used crucifixion imagery to promote its product, stating that it condemned it then and now.

“We, therefore, urge all companies and organizations to be mindful of the religious and cultural sensitivities of their customers when promoting their products. We will not tolerate any attempt to trivialize or disrespect our faith. Be warned,” the statement added.

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