No more Bull: Frucor withdraws running with the bulls prize from Pepsi campaign in New Zealand

| | 4 Comments

Thumbnail image for Screen shot 2011-12-06 at 4.05.13 PM.jpgAs a result of a social media backlash, Frucor has withdrawn one of the prizes – running with the bulls in Pamplona – in its Pepsi ‘Bromitment’ campaign via Colenso BBDO, which launched in New Zealand in December.

In a statement released today, Aisha Daji Punga, Pepsi Commercial Director, Frucor New Zealand says:  “At Frucor, we set ourselves the highest possible standards. We take social responsibility seriously.

Thumbnail image for Screen shot 2011-12-06 at 4.06.58 PM.jpgThumbnail image for Screen shot 2011-12-06 at 4.07.38 PM.jpg“We’ve been running a promotion in New Zealand for Pepsi entitled ‘Bromitment’ targeted at Kiwi guys.  We were offering a chance to win an epic adventure, with one prize option being running with the bulls in Pamplona.

“We now recognise that a proportion of our target market is offended by this type of activity, which they perceive as cruel to animals.  For this we wholeheartedly apologise. Frucor and Pepsi in no way support animal cruelty.

“We apologise unreservedly for our misjudgement. 

“As a result we have pulled the option to run with the bulls completely from the competition.

We became increasingly aware of the issue via feedback from customers and via social media over the last few days.  Our initial response yesterday evening via social media did not include withdrawing from the competition – we now recognise that withdrawing is the right thing to do.”