Duncan Hines just released a new cupcake campaign. But before anyone could say that the cupcakes taste good, some were already saying the campaign is in bad taste.
The marketing wizards at Duncan Hines were forced to pull a video for their “Amazing Glazes” frosting line, which could produce what the company dubbed “Hip-Hop” cupcakes, after viewers complained the animated cupcakes depicted in the commercial were racist.
The commercial featured chocolate-frosted cupcakes with bugged-out eyes and exaggerated lips, singing a harmony that was supposed to be modern and hip-hop styled. But bloggers took to the Internet to blast the campaign, calling it tasteless and racially insensitive.
“Amazing Glazes” comes in chocolate and vanilla flavors. But Duncan Hines only used the dark chocolate in their commercial. This, combined with the company naming them “Hip-Hop” cupcakes and utilizing what some saw as stereotypical images from the days of blackface, was enough to force many to denounce the product.
In a press release, Duncan Hines said it only meant to inspire creativity in its new commercial. “I wanted to create an entertaining and engaging way to show bakers that this glaze makes everything you top taste better and more exciting,” the commercial’s director Josh Binder said. But in light of public outrage, the commercials were removed by the company after generating nearly 19,000 views on YouTube.
Bloggers were outraged that it took Duncan Hines staffers so long to realize there might be an issue with their campaign. “Clearly there are no minorities in the board room where they work on advertising at Duncan Hines,” one web commenter wrote.
LOL funny. I don't think its racist but it is questionable. They could do a better job marketing