Jewellery brand Pandora has eliminated a controversial advert which asks if women prefer be granted a nickname or a bracelet such as Christmas.
The Danish company was accused of sexism after the campaign was introduced on billboards in Milan’s metro stations over the weekend.
Targeting shoppers looking for the woman in their own lives, the advertisement inquires: ‘A iron, pyjamas, an apron, a Pandora bracelet. What do you believe would make her happy?’
Controversial: Targeting shoppers looking for the woman in their lives, the advertisement inquires: ‘A iron, pyjamas, an apron, a Pandora bracelet. What do you believe would make her happy?’
Danish jewellery giant Pandora is Famous for its charm bracelets and stacking rings
It had been branded ‘sexist’ and obsolete after a photo of the advertisement has been shared on Facebook by German burlesque group Lefanfarlo, The Neighborhood it reported.
The image had been shared with the caption: ” ‘We could not believe it, but sadly it is all accurate’
Furious Facebook consumers were quick to share their outrage, with one writing: ‘What a stereotypical and sexist advert’. The following published: ‘Welcome to the middle ages’
Others called on the advert to be removed.
International brand: Stars such as Tess Daly, pictured, have appeared in Pandora’s advertisements
Pandora is best known for its charm bracelets and stacking rings and stars such as Millie Mackintosh and Abbey Clancy are often spotted wearing the designs.
It’s grown rapidly over recent years as its customisable offerings became increasingly popular with customers.
In an announcement, Martin Kjaersgaard Nielson, Pandora’s head of Head of Global Media Relations said: ‘We have received some questions from the Italian marketplace with regard to a specific ad posted in a subway station in Milan.
‘It would appear that the ad in question can be misinterpreted as offensive that is completely unintentional. It’s an unfortunate scenario
source http://www.christyjewell.com/jewellery-brand-pandora-removes-sexist-christmas-ad/
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