Nivea Releases 'White Is Purity' Ad

HAMBURG, GERMANY - MARCH 02:  Empty Nivea cream cans are pictured in a Beiersdorf factory on March 2, 2010 in Hamburg, Germany. Beiersdorf, one of world's largest cosmetic companies and owner of the Nivea brand, is to publish its financial results for 2009 on March 4.  (Photo by Joern Pollex/Getty Images)

Nivea Releases 'White Is Purity' Ad

And then pulls it after backlash.

Published April 6, 2017

Well, well, well... it's shaping up to be a good week for horrendous ads. By now, you're probably well aware of the stuff that went down with Pepsi. Luckily for the Big Soda corporation, Nivea wasn't about to let them get all the negative attention this week. And thus, they revealed a truly terrible advertisement. 

Nivea released a campaign with the slogan "White Is Purity." Truly... honestly... what is good with these companies? 

This phrase, whether Nivea intended it to or not, lends itself to white supremacy. Noted hate-mongerer Richard Spencer's Twitter account features a glass of milk in his name, and the same motif was recently featured in a particularly memorable scene of Get Out. And like clockwork, as soon as the ad was released, white supremacists began sharing the news amongst themselves, taking pride in what they assumed meant support for their cause. "Nivea has chosen our side," one Twitter user wrote, according to the Chicago Tribune.

Nivea has since pulled the ad and issued an apology. However, we (sadly) doubt this will be the last you hear of this type of issue. There's still time left in the week for a brand to usurp both Pepsi and Nivea. Who's next?

Written by Lainey Sidell

(Photo: Joern Pollex/Getty Images)


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