When it comes to brewing companies, it’s not uncommon for controversy to find its way into the mix. In the case of Citizen Cider, one particular incident landed the company in hot water. The controversy revolves around their release of Hey Bub beer, which was accompanied by a sexually suggestive marketing campaign that sparked a backlash among some employees and the wider community.
The story began when a local publication, Seven Days, published an exposé shedding light on the controversial marketing campaign surrounding the Hey Bub beer launch. The sexually suggestive nature of the marketing materials, including explicit images and innuendos, raised concerns among some members of the company’s workforce who felt it was inappropriate and contributed to a hostile work environment.
The Impact on Employees
For the employees who found the Hey Bub marketing campaign objectionable, the controversy had a profound impact. It not only affected their morale and sense of comfort at work but also raised questions about the company’s commitment to inclusivity and professionalism. These employees spoke out against the campaign, demanding that Citizen Cider takes immediate action to address their concerns.
Sexualizing a product or brand can be a delicate matter, particularly in an industry that is already grappling with issues of gender equality and representation. The Hey Bub marketing campaign, with its overt sexual imagery, created an uncomfortable environment for some employees, leading to further discussions about workplace culture and the responsibility of companies to create safe and respectful spaces for their employees.
The Backlash and Public Perception
As news of the controversy spread beyond the walls of the Citizen Cider workplace, the public’s perception of the company began to shift. Many people expressed their disappointment and frustration with the brand, criticizing the marketing campaign for objectifying women and perpetuating harmful stereotypes.
With social media platforms amplifying public opinions, the backlash against Citizen Cider grew, creating a significant challenge for the company’s reputation. Some consumers even decided to boycott their products, vowing not to support a brand that condones or promotes such objectionable marketing practices.
The Company’s Response
In light of the controversy surrounding the Hey Bub marketing campaign, Citizen Cider faced the important task of addressing the concerns raised by their employees and the public. The company released a statement acknowledging the impact of the campaign and expressing regret for any harm caused. They ensured that immediate steps were being taken to rectify the situation and prevent similar incidents from happening in the future.
Citizen Cider emphasized their commitment to fostering an inclusive and respectful work environment, promising to listen to their employees and take their concerns seriously. They also pledged to reevaluate their marketing strategies, recognizing the need for more sensitivity and awareness moving forward.
Lessons Learned and Moving Forward
Controversies like these serve as important learning opportunities for companies, prompting them to reflect on their values, culture, and communication practices. Citizen Cider, through this challenging experience, has had to confront the consequences of an ill-conceived marketing campaign.
Moving forward, it is crucial for Citizen Cider to rebuild trust and regain the respect of their employees and the wider community. This process involves implementing stronger internal protocols for vetting and approving marketing materials, as well as ensuring open lines of communication and accountability within the organization.
The controversy with Citizen Cider and the Hey Bub marketing campaign demonstrates the power and importance of responsible advertising. It reminds us that words and images have the potential to shape perceptions, impact individuals, and influence societal norms. As consumers, we must continue to hold companies accountable for their actions and advocate for a more inclusive and respectful business landscape.
