Renowned dairy brands such as Peak Milk, 3 Crown Milk, and Loya Milk, along with Sterling Bank, have consciously decided to abstain from Easter advertising, demonstrating prudence in their creative endeavors. This cautious approach comes in light of previous reactions to Easter adverts on social media platforms.
During festive seasons, brands often seize the opportunity to reinforce their positioning and solidify their value propositions in consumers’ minds, connecting with them on a deeper emotional level. Good Friday and Easter, symbolizing the death and resurrection of Jesus Christ, have historically been occasions for brands to showcase their creativity, often through captivating images shared on social media.
However, this year, leading dairy brands have opted for a more subdued approach, refraining from any Easter-related creative work on their social media platforms, seemingly unaware of the occasion’s significance.
This shift in strategy can be attributed to past controversies. Last year, Peak Milk faced backlash for an Easter Day advert that drew parallels between a dented tin of milk and the crucifixion of Jesus Christ. Similarly, Sterling Bank received criticism for an advert comparing the resurrection of Jesus Christ to the rising of Agege bread.
In response to public outrage, especially from the Christian community, companies were urged to be mindful of religious and cultural sensitivities when promoting their products. Regulatory bodies condemned the insensitivity of the adverts, revealing that they had not been vetted and approved, threatening sanctions.
In response to public outrage, particularly from the Christian community, companies were advised to be mindful of religious and cultural sensitivities when promoting their products. Regulatory bodies condemned the insensitivity of the adverts, revealing that they had not been vetted and approved, threatening sanctions.
This year, Peak Milk, Sterling Bank, and other brands have chosen not to publish any creative adverts for Easter, while some have adopted subtler approaches. This reflects a heightened awareness of the importance of respecting religious beliefs and cultural sensitivities in advertising.
