Apparently, the Maine-based company that is a Clorox subsidiary also makes apparel, including cutesy sets of holiday pajamas suitable for the family holiday Instagram shots. But that’s where they got into some trouble recently. Burt’s Bees decided to post an ad that showcased real-life families in their holiday gear to promote said baby products and PJ’s.
In the four-panel ad, there are three white photogenic families with children – all nuclear families with mom and dad as their usual ad campaigns feature. The issue came with the portrayal of the Black family which showed just a Black mother and her children.
Posted initially by Baller Alert, with a caption that said “Why?, ” the ad generated controversy from observers who say the ad perpetuates stereotypes about Black fathers. While some might argue that that’s a topic hotly debated within the Black community, the issue is that Burt’s Bees intended to showcase the white families as an ideal that the Black family didn’t ‘match’ to pardon the pun.
The company issued a quick response after the social media backlash saying that their intention was not to be dismissive of Black fathers. They said that after shooting several real-life families over the past summer the pandemic changed their shoot schedule and the Black father couldn’t make the new shoot dates due to his work schedule.
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