Kinder marketing campaign receives racist backlash

The German chocolate company became fodder for an anti-immigration group after its packages featured non-Caucasian soccer players’ childhood photos. Here’s how it responded.

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A clever campaign from German chocolate maker Kinder was the target of an anti-immigration group’s ire, causing the company’s social media managers to quickly distance the brand from racism and hatred spewed online.

Kinder (the German word for children) usually features a blond, blue-eyed boy on its packaging, but its most recent campaign features photos of the German national soccer team’s players as youngsters. The company shared its new boxes in a Facebook post:

Roughly translated, the post says:

Exclusive before TV broadcasting, our new TV spot for the star edition of Kinder chocolate. From now on, you can find our 11 packs in stores. Stay tuned; next week another highlight awaits you!

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