9001: O Culturally Clueless Canada!

From Marketing Magazine…

Eska to pull Warrior campaign over racism complaints

By Kristin Laird

Eska natural spring water has pulled a marketing campaign depicting a faux aboriginal tribe following public criticism accusing the Quebec-based company of racism.

In the 30-second ad from Toronto’s KBS+P three non-aboriginal men dressed in so-called native garb and known as the “Eskan Warriors,” are on hand to protect the purity of Eska against those who commit acts of “watering down.”

In a statement Thursday, Jim Delsnyder president and CEO 
of Eaux Vives Water Inc. said the company was bringing an “immediate halt” to its current campaign in light of recent concerns.

“Eska Water wishes to apologize to all those who may have found the campaign and its images disrespectful. Certainly, that was never our intention,” he continued.

“In the days to come company officials will be meeting with local community leaders to reinforce Eska’s commitment to working in partnership and to ensure that future marketing efforts reflect both the strength of our premium brand and the values of those in the community.”

The Algonquin Tribal Council along with Clifton Nicholas, a citizen journalist and Mohawk, are asking consumers to boycott Eska until the ad is taken off the air. The television commercial can still be viewed on YouTube.

Nicholas even took to YouTube to express his displeasure for the marketing effort.

“I found it insulting to say the least… I found it distasteful,” said Nicholas of the print portion of the campaign that showed the same three men with spears in hand, defending Eska water against beverages like orange juice.

Transit versions of the ad were still posted in Toronto subway stations over the weekend.

“Eska tried to explain to me that they didn’t depict a specific group of people [but] that’s not the point. The point is you’re depicting natives in a negative fashion, natives in general,” he said during the five-minute video.

“It doesn’t matter if it’s a fictitious group, they’re still natives. I could put on a black face and say I’m not depicting a certain group of blacks but it doesn’t matter I’m still wearing black face.