I went with my hubby to the store to pick up a prescription and a few groceries. Imagine my disgust when at the door there was a poster: “Celebrate Black History Month!” followed by a tasting for a certain beer brand’s new flavor. (I won’t call out the brand or the store, though part of me thinks I should.)
I’m not against advertising. (I used to work at an ad agency and I loved it.) I’m not against companies using their advertising campaigns to tie with a significant event on the calendar.
What disgusts – no, angers - me is the use of this brand to exploit what Black History Month is supposed to mean for it’s profit. Black History Month was created to celebrate the achievements and history of Black Americans. Alcohol does nothing but bring Black Americans down, creating our own little slavery. This beer company wasn’t trying to use this campaign to promote black achievement or even provide scholarship or business opportunities. No, this campaign was designed to say, “Hey black people! Get yo drank on! Get down and party with us, ‘cuz this is YO month! Nevermind that alcoholism in your community is a predominant force behind homelessness, abuse, and criminal activity. You should be celebratin’!”
Sadly, no one has spoken out about this. Not even me, except for now. It’s just business as usual in our community.
Yeah, this was a month-long campaign. Next month we celebrate St. Patrick’s Day, which is known for all its alcoholic imbibing. I can’t wait to see if this same store and same beer company do a month-long celebration in our community.
donnad69
