After the overwhelming backlash, Tropicana has since profusely apologized over its mimosa-themed ad campaign.
And while many thought the ad for orange juice was spot on, others believed the message was encouraging secretive alcohol consumption among parents.
“Parents, you’re juggling it all! Find the ultimate moment of brightness for yourself – wherever and whenever – with a Tropicana mimosa, of course! #TakeAMimoment to help make your mornings a little brighter,” the ad stated.
It has since been taken down.
While the campaign had Molly Sims, Gabrielle Union and Jerry O’Connell slated to be involved, after the intense backlash, the entire project has been scrapped.
“The @Tropicana #TakeAMimoment campaign: Women lying to their families, sneaking off to consume alcohol hidden in secret compartments. Slamming a mimosa in the laundry room isn’t cute and it’s not ‘treating yourself.’ That’s 1950s ‘mother’s little helper’ bulls—,” one Twitter user said.
While another commenter defended Tropicana, saying: “There was no reason to apologize to the alcoholics, they just felt left out about something to b**** about.”
In a lengthy post, Tropicana has since apologized for the oversight.
“We want to apologize to anyone who is disappointed in or offended by our recent campaign. The intent behind it was in now way meant to imply that alcohol is the answer or make light of the struggles of addiction,” the apology began.
“While we believed we were bringing the #TakeAMimoment program to life in the right way — through a message of positivity and balance mixed with a bit of levity — we hear the feedback that for some we’ve missed the mark,” Tropicana said.
“Accordingly, we’re ceasing any further activity in support of the campaign. We value the comments and perspectives that have been shared and will use it as a lens for evaluating future campaigns.”
With a background in the creative and educational fields, Amelia Finefrock is freelance writer, singer-songwriter and nanny based in Chicago.
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