Update: Carib Brewery apologises and pulls cricket ad
Part of the ad.
Update: 5:00 pm
Carib Brewery has issued an apology via social media.
Having pulled the video from their platforms after backlash across the Caribbean, with local organizations in Barbados adding their voices to the discussion, the company sought to apologise with reason.
The post read:
"We at Carib Brewery would like to apologize for the recent posts on our Social Media platforms. We don't condone, support or tolerate violence of any kind, including domestic violence in any form and sincerely regret this post. We will continue to work to ensure that our communications comply with the highest standards."
Not all consumers were willing to accept the apology as is but others accepted the olive branch. One person however commented that it's not a matter of standards but simply a human right to safety and security.
(Original post) Carib beer cricket ad not a hit
Carib beer tried to use cricket analogy to crack a joke but it hit nerves and has landed them in hot water instead.
Finding their play on words offensive as it speaks to a promotion of domestic abuse, several persons and organisations are calling for an urgent and speedy apology.
The ad said, 'Annoyed that your wife/girlfriend is nagging you for spending more time on CPL than her?? HIT THEM FOR 6 and get back to the Cricketing Action".
Founder of Life in Leggings: Caribbean Alliance Against Gender-based Violence, Ronelle King told Loop News:
"I am immensely disappointed in the ad that was recently released by Carib Brewery Ltd. Domestic Violence is an epidemic with serious consequences in Trinidad & Tobago and the wider Caribbean.
"In May, T&T Police Service Public Affairs Officer, ASP Michael Jackman revealed to the general public in an interview with CNC3's Hema Ramkissoon on the Morning Brew that in 2017 there were over 1,100 cases of domestic violence reported and of those, 43 victims were killed. Intimate partner violence is an ongoing social ill in the twin island republic of T&T and that is evident in the 100-plus reports made to the police in this year alone.
"Everyone has a role in helping to end this scourge and a beer company with a massive platform is not exempt from this responsibility."
Co-Founder of the Barbados - Gays, Lesbians and All-Sexuals against Discrimination (B-GLAD) Ro-Ann Mohammed added her voice to the mix saying:
"It should be removed and they should issue a full apology. They're offending in a few ways here - contributing to the antiquated idea that men are the only people who enjoy sports and fueling the ignorant trope of women 'nagging men'. When, in fact, studies have shown that domestic violence against women increases surrounding sporting events.
"While this advertisement may seem like a minor issue, this is contributing to the normalisation of the pervasive issue of Gender-Based Violence in the Caribbean - something that causes real harm and even death to women and girls across the region. Carib beer should be held accountable for their irresponsibility."
President of the Barbados Bar Association, Attorney-at-law Liesel Weekes added, "I think they appear to be promoting violence against women whether in an attempt.to be funny or inadvertently. It is in poor taste and should be recalled. There is nothing funny about violence against women, or violence against anyone for that matter except in self-defence."
A representative from CPL disclosed, "we are extremely unhappy with the tone of this advertisement."
On social media, Facebook especially, persons are crying shame and typing 'No' boldly as they stand against this particular ad campaign.
The ad has been pulled, however, an apology has not been issued as yet, though Loop understands one is coming.
"Their swift removal of the video upon backlash shows that they recognize the problematic nature of the ad. It is quite unfortunate that they did not realise this upon its conceptualization. An apology to the women of Trinidad & Tobago and the wider Caribbean where this beer is also sold and where gender-based violence is an issue as well, is needed," added King.
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