German Chocolate Company Responds to Racist Comments

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Germans reacted strongly when pictures of non-whites on the packaging of Kinder chocolate were replaced by children who looked African or Middle Eastern. 

The main group disputing the new photos is the Patriotic Europeans Against the Islamisation of the West (Pegida), which supports Germany's anti-immigration movement. Comments were harsh and called racist, and the group members seemed to miss that the photos are of their own national soccer players when they were young. This was part of a Kinder marketing campaign before the Euro 16 Football tournament starts in about two weeks in France.

Some stood in defense of the company. 

Kinder Pegida 

The manufacturer, an Italian company, responded to critics: "Ferrero would like to expressly distance itself from all kinds of xenophobia and discrimination."

Discussion Starters: 

  • Should the marketing campaign have been more obvious? Do you think Ferrero was making a political statement? 
  • Assess the company's short response. What else, if anything, should the company say?