Purpose Marketing: Nada Dairy’s Ad for Saudi National Day Backfires

Nada’s attempt to mix politics with branding have backfired

I’ve spoken previously about the issue of purpose marketing in the Middle East (mainly the lack of any local brand engagement on big issues such as gender equality and sustainability). One popped into my timelines this week. Sadly, it’s an example that will be long remembered for what went wrong, rather than right.

Nada Dairy is one of the largest manufacturers of dairy products in the Gulf. The company decided to create a video in the run up to Saudi National Day this week. The video attempts to draw a line between the Kingdom’s new cultural policies, and those which were promoted several years ago (this is putting it crudely). The video depicts traditional views as backwards.

The issue with this political stance is that you’re clearly alienating a significant number of consumers. The Kingdom isn’t a democracy, but consumers are free to choose whichever brands they want. And this video has demonstrably hurt Nada’s reputation. Boycotts of its products have been trending on Twitter all this week, and the news has even led to boycott calls in Kuwait.

Nada’s response was to “apologize” for the video (which has been pulled from its feeds). The company also states that it recognizes and respects all views. The statement (which is the first image in this post) may not be the end of the issue, given the strength of the online responses. What is clear is marketers must think long and hard as to what positions they take on societal issues and causes, if they want to both be a supporter of societal change as well as a company that builds a loyal consumer following. If Nada’s management believed in these principles, then the brand has to stick with them. No one will believe in a brand that flip-flops on a societal stance.

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