Brand social media managers got by without committing faux pas about Wednesday’s guilty verdicts in the Boston Marathon bombing trial. Dzhokhar Tsarnaev was convicted on all 30 counts.
Rather, it was a bit of seemingly innocuous news that led to at least one controversial brand message: the release of Apple’s new, diverse emojis.
In a now-deleted tweet that included an emoji illustration of a bleach bottle, Clorox asked “Where’s the bleach?” in relation to the new symbols, some of which have darker skin tones.
Some observers took the tweet as saying that Clorox wanted to whiten the new emojis. Clorox issued this clarification/apology soon thereafter:
Wish we could bleach away our last tweet. Didn’t mean to offend – it was meant to be about all the ð½ðð·emojis that could use a clean up.
— Clorox (@Clorox) April 9, 2015
It didn’t seem to help the brand’s cause, as the responses to the clarifying tweet were still angry, particularly because Clorox took a while to delete the offending tweet:
I can DM my resume if yall need a new social media manager @Clorox
— whit khalifa (@tw1tney) April 9, 2015
— IAmPeace(Adrienne) (@DriNicole) April 9, 2015
@Clorox You didn’t mean to offend, but you sure as hell succeeded.
— Bae-tamax (@Witchsistah) April 9, 2015
.@Clorox social media meeting: “Hey, they added emojis with darker skin color!” “OK, COOL. Tweet a bleaching joke. Make it funny.”
— JSK (@jazzmen_k) April 9, 2015
Of course, there were also responses that said people were overreacting to the whole thing:
If you’re offended by Clorox’s tweet, just get off of social media and look for actual racism elsewhere. #IHatePeopleSometimes
— Peyton’s Head (@PeytonsHead) April 9, 2015
How would you rate Clorox’s apology, PR Daily readers? (Image via)