29 Apr 2015

On the latest unfortunate corporate choice of words


I swear to you, I've looked everywhere, I've even asked my neighbours! But I couldn't find a single fuck to give about the latest sexism in beer brouhaha that had some people almost frothing at their virtual mouths a few days ago.

Is not that I don't believe there is sexism in the brewing industry. There is, and there is racism, xenophobia and homophobia, and abuse of power, and greed, and hypocrisy, and cuntness. Just like there is everywhere in our societies, unfortunately.

The thing is that I can't be arsed with this culture of outrage. The way I see it, many, if not most, controversies these days are hashtag driven, blown out of proportion—if not fabricated—by political correctness (that enemy of free speech), the 24-hour news cycle, the internet, and by people who, I suspect, get a kick about being offended. Or not, I don't care. I've got other more important and urgent things to gripe about than the imagery breweries use for their marketing, or what their managers do during a corporate outing. I'm an adult, intelligent enough; and if a company does something I don't approve of, I vote with my wallet.

But that's me, a private person. I can make sexist, homophobic, xenophobic, racist, and worse, jokes with my mates at the pub, or on FB, without fearing any real backlash. Companies, on the other hand, can't afford that luxury.

Companies like ABIB, for example.

I would really, really love speak to the person who thought «The perfect beer for removing “no” from your vocabulary for the night» was a good idea for a slogan and ask him what the fuck was he thinking!

Yeah, yeah. I know they didn't mean it “that way”. That they are very, terribly sorry, and everyone in the organisation is hanging their heads in shame, and all that... But really, what the fuck were they thinking?

Fortunately, this will be all but forgotten as soon our attention is drawn by the outrage caused by the next PR cock-up and poor corporate judgment. Or does anyone remember Mouth Raper?

Na Zdraví!

2 comments:

  1. Big companies have not yet adjusted to the world of social media, and their bureaucracy-heavy corporate culture does not make them nimble when something like this explodes in their faces. But even still, AB was incredibly stupid on this one.

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    1. I don't think it's a matter of size, as small companies have been shown to be as stupid as big ones when it comes to doing or saying, well, stupid things..

      It's inevitable, if you think of it. They've all been forced to communicate, quickly and "effectively", all the time, everywhere. Mistakes are bound to happen when getting likes, shares or retweets is part of your communication strategy

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