'Accountability, zero!': Booze brand's tone deaf response to online backlash sparks further outrage among netizens

Following the recent backlash that Ice Tropez faced about beauty content creator,Vongai Mapho who advertised the non-alcoholic drink Ice Tropez Zero to her fans, saying it was safe for pregnant women and children to drink this festive season, netizens are further inflamed by the brand's response.

Social media users caused an uproar on the now deleted Instagram post and criticised her for this advertisement, with them questioning her as well as her integrity.

Others expressed that South Africa is already struggling when it comes to underage drinking and her doing this advertisement is wrong.

Ice Tropez took to X to release a statement addressing the concerns that social media users raised.

“Ice Tropez South Africa is committed to fostering a brand that resonates positively with all members of our community. Recent conversations have raised important concerns regarding our communication strategy and the positioning of our non-alcoholic products. We want to take this opportunity to address these concerns directly and outline our steps toward improvement,” the statement read.

The statement further clarified that as a company, Ice Tropez is committed to responsible marketing practises and they are taking immediate steps to ensure there will no longer be any misunderstandings regarding their intended audiences.

However, netizens flooded the comment section expressing that they are unhappy with what they said.

X user @Pearl_Ndlazi commented, “I hate this slap of brand messages. Accountability, zero! You’re not addressing the issue of having your influencer adv for kids. This is not a misunderstanding of your marketing, strat, product placement, messaging etc. It’s either you briefed her to say this or not?”

Another X user @kunenephindz wrote: “A lousy apology by an alcohol brand that deliberately targets children to ease them into a drinking culture. You did all of this in a society that is reeling from a complicated and traumatic relationship with alcohol. Get out of here!”

While X user @Amaze_M said, “Whose children were you hoping to introduce to this taste of such beverages at an earlier age? You are rotten and should be ashamed. Targeting pregnant women and children is the pits. Utterly disgusted!!!”

IOL