Lacta admits error in Easter ad considered racist – 04/04/2023 – Mônica Bergamo

An Easter commercial shown on Lacta’s social networks caused outrage on the networks for its content considered racist. In the ten-second film, images seen from above show a white person handing a chocolate egg from the brand to a black woman.

The focus is on the hands that offer the candy, with the message: “Whoever makes Easter decorations deserves an Easter present”. At the end, a voice announces, in off: “Lacta. Every little piece gets closer”.

The advertisement generated criticism from internet users, who reacted instantly to the message conveyed by the video, which was taken down in a few hours. Lacta is one of the brands of Mondelez, a giant in the snacks and chocolates sector, which also has in its portfolio Bis, Club Social, Oreo and Tang, among others.

Sought by the column, Lacta sent the following statement: “The brand made a mistake and the piece was removed from the air. The company will further strengthen awareness and practice of the anti-racist agenda internally and with its suppliers”. See the video:

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