The social media world turned on Krispy Kreme this week, when an unintentionally racist acronym from an English advertisement went viral after it was promoted on the company’s Facebook page.
A Hull, England branch of the doughnut shop advertised their weekly activities, which featured items like “Funday Monday” and “Face Painting Thursday.” Okay, so what’s the problem? Their Wednesday promotion:
To clarify: KKK Wednesday was not for this:
But was actually for a doughnut decorating event. Related: Am I the only Simpson fan who instantly thought of the Krusty Komedy Klassic?
Understandably, Krispy Kreme apologized for the statement, noting that the ad had been advertised by the British store, which had no idea of the other meaning of the KKK acronym:
“Krispy Kreme apologises unreservedly for the inappropriate name of a customer promotion at one of our stores. This promotion was never intended to cause offence. All material has been withdrawn and an internal investigation is currently underway.”
It’s easy to say, “Gee, Krispy Kreme really should have done it’s research before launching such a stupid promotion!” but let’s be honest here: How many people would realistically do that? And honestly, what are the odds that, in the course of coming up with an acronym, you would accidentally use an acronym that stood for a horrendously racist group from another country, an entire ocean away? This was an accident, pure and simple, and I really think it was unpreventable. If an American business made this mistake, then you’ve got a real problem, but a British business? That’s a different story.
What was more important here was how Krispy Kreme handled the aftermath, and they did everything they should: Deleted the promotional material (while acknowledging the deletion), giving an explanation without an excuse, apologizing “unreservedly” and saying what they would do, going forward, to prevent such an error from occurring again. I don’t think you can ask for much more.