LGBTI global news 24-7

Unilever puts 'immediate stop' to gay bullet Flora ad

Global margarine company attacked after Unilever South Africa launches an 'edgy' campaign to promote their brand
An advert for Flora compares coming out to your parents to shooting them in the heart.

Unilever has put an immediate stop to an Flora advert they describe as ‘offensive’.

The margarine giant Flora came under fire today (2 September) for comparing coming out to your parents to shooting them in the heart.

Flora in South Africa asked an external agency, Lowe + Partners Johannesburg, to create the new advertising campaign.

Unilever owns global brands such as Flora, as well as deodorant Axe/Lynx, spread Marmite as well as renowned LGBT friendly company Ben & Jerry’s.

In a statement made to Gay Star News, a Unilever spokesperson said the advert was not approved by anyone at Unilever.

They said: ‘The advert is offensive and unacceptable and we have put an immediate stop to it.

‘Unilever is proud of the support that our brands have given to LGBT people, including our recent campaign for Ben & Jerry’s on equal marriage.’

Advertizing company Lowe Johannesberg, responsible for the campaign, said: 'I would like to unreservedly apologise for this campaign and the unintended offence it has regrettably caused.

'We have requested the immediate removal of this work from all media.'

The campaign showed a pink background, with ‘DAD I’M GAY’ made into the shape of a bullet flying through the air towards a human heart made of china.

Flora, sold in the UK, Czech Republic, Ireland, Finland, Sweden, Spain, Poland, Hungary, Portugal, South Africa, Hong Kong, Singapore, New Zealand and Australia, has for years been marketed as containing ingredients that provide for a healthy heart.

Comment on a news story