Rwanda: Skol apologizes for sexist jokes on his beer bottles - RFI

By RFIPalled on 21-08-2019Modified on 21-08-2019 at 04:55

In recent days, the new labels of Skol beers have caused an uproar on social networks, pushing the brewer to publicly apologize.

On the yellow label, a couple at the table. The woman, surrounded by shopping bags, dreams of a red sports car. And this legend: " When can a woman make you a millionaire? Answer at the bottom of the label: " When you're a billionaire. "

For his new marketing campaign in Rwanda, the brewer Skol Brewery Limited wanted to bet on humor through a partnership with a group of young local comedians first, and then by inviting consumers to send their funny stories to the company . The best of them would be transcribed on the packs of beer.

But the sexist nature of some of the bottle jokes has made Rwandan Internet users react as well as the authorities. Family Minister Soline Nyirahabimana denounced the campaign on Twitter this weekend. "To devalue women in this way is not acceptable in our country. This should not be tolerated anywhere in the world and punishable by law, "she wrote.

pic.twitter.com/1aLakc7jG0

For its part, the brewer Skol quickly apologized to Rwandans on social networks by ensuring they stopped printing these jokes on beer labels.

Dear Consumer,
We're very aware of responses on social media to some jokes published with the #livelaughlager campaign.

Thank you for your feedback, we take it very seriously and apologize for any offense caused. We've stopped production of these jokes ... (1/2)

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