The apology read:
"We are deeply sorry to anyone who may take offense to this specific local advertisement.
(So, we assume that just because it is LOCAL it is not demeaning, insulting and racist; Beiersdorf hasn't learned the truth truth: all advertising is local)
After realizing that this ad is misleading, it was immediately withdrawn."
(NOT after realizing that the ad is insulting, racist and offensive. NOT after a huge public outcry. NOT after it got blogged and reblogged all over the web. NOT after major media picked it up. Oh, no, it was when they realized it was misleading. So... no one, not a single creative, account person, product manager, account manager, marketing director... no one realized it before? Really?)
The statement went on to say that "Diversity and equal opportunity are crucial values of NIVEA: The brand represents diversity, tolerance, and equal opportunity.(I guess they decided to give those values a rest?)
We value difference. Direct or indirect discrimination must be ruled out in all decisions by, and in all areas of our activities. This applies regardless of gender, age, race, skin color, religion, ideology, sexual orientation, or disability. Nor should cultural, ethnic, or national origin, and political or philosophical conviction be of any significance."
This is corporate speak for "hey, I just covered my ass".
In all honesty, I hope that they don't fire anyone over this. Being unemployed is not fun. However, I would like to suggest that everyone involved be forced to serve at least 40 hours of community service in a shelter or an educational program as a requisite for keeping their jobs.
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