Tropicana (Unnecessarily) Apologizes For Encouraging Parents To Drink During Pandemic

This is obviously an opinion piece.

Just because someone is ‘offended’ by something, doesn’t always mean they are right…

Tropicana launched what I thought was a humorous ad campaign this month called #TakeAMimoment. The hashtag was part of a marketing campaign that encouraged parents, while being stuck at home day-in-and-day-out with the kids amid the coronavirus pandemic, to relax and de-stress with the help of a mimosa alcoholic drink.

Note the “Please drink responsibly” people!

The promotion showed bottles of orange juice stashed with bottles of champagne in mini fridges in a home bathroom, closet and garage.

“Parents, you’re juggling it all! Find the ultimate moment of brightness for yourself – wherever and whenever – with a Tropicana mimosa, of course!”

The company conducted a survey of 1,000 parents in which 87% said they “sometimes just need a moment for themselves.” The other 13% of parents surveyed…Lied.

Just a normal Tuesday in 2020…

“Tropicana is helping parents find those moments – wherever and whenever they can – by creating incognito mini-fridges filled with the makings for mimosas to provide moms and dads with the ultimate ‘Mimoment’ for themselves,” the company said in the release.

Either way, once the campaign took off, bored humorless people on social media did what bored humorless people on social media do: Complain and Feel Offended.

The Karens immediately went looking for the Tropicana managers!

Has any one ever even heard of the term “Mommy wine culture” before?

When recovery organizations failed to appreciate the humor in the campaign, calling it dangerous, pressure began to be put on Tropicana. This prompted Tropicana to issue and apology and pull the plug on the whole campaign.

“We want to apologize to anyone who is disappointed in or offended by our recent campaign,” Tropicana said in a statement. “The intent behind it was in no way meant to imply that alcohol is the answer or make light of the struggles of addiction.”

While I agree that addiction in any form is a disease and should be treated as such, I also think that much of this ‘outrage’ was blown waaayyy out of proportion.

I thought the campaign was creative, humorous and a breath of fresh air in an otherwise stale and excessively conservative ‘afraid to take a risk and offend somebody’ advertising world.

The idea of sneaking into to the garage for a quick, relaxing moment of relaxation with a mimosa was light-hearted fun that any parent working from home with young children clearly understood and appreciated.

I mean there is a huge difference between sipping a quick mimosa in the kitchen and downing boxed wine from a Pringles Chips can in a Walmart parking lot.

Like @JeanneMVR said:

What do you think? Did all these keyboard cowboys right to complain and take offense? Should Tropicana have apologized for their attempt at a humorous campaign or stood by their creatives?

Let me know in the comments below?

13 Comments

  1. I missed this interesting news. As you say I also thought it was humorous when I first read it, but probably the folks who felt offended may have their reasons.

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  2. Wow. I understand that alcohol can be problematic for some, but this degree of offence seems to underscore that the US culture still hasn’t quite come to terms with drinking yet.

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  3. I hadn’t heard of this before I read this post! It’s interesting that people are offended because it doesn’t seem offensive. But then again, people like to get upset.

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  4. Oh common. Everyone has the right to handle with their stress as they want to. For a normal adult person wine will never be a problem. It’s just like drinking coffee.

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  5. No matter what there are always people ready to complain about something. A Tropicana Mimosa sounds good to me!

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  6. it’s interesting. I think lately people take ads too seriously. I don’t drink at all but I smiled on this because it addresses the common idea of parents who drink because they are tired and stressed. I don’t understand why can’t why smile on that

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  7. Wow! I can’t get over how quick people are in today’s society to get offended by EVERYTHING! They weren’t saying drink until you pass out or anything. They even included the disclaimer to drink responsibly… It was just a fun nod to mom wine culture, which has existed LONG before this ad came out. How is this any different than all the beer commercials out there that show people having fun while drinking beer? I just don’t understand the outrage, I guess.

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  8. This one is tough for me, as I grew up with an alcoholic mother who put drinking before EVERYTHING and it often left us without food, and even without a roof over our heads a few times, and it *is* quite scary to see how casual people are with this whole wine mother thing at the moment. That being said, this particular ad doesn’t strike any anger or outrage in me. Alcohol ads still exist, obviously, and this one IS tasteful and creative, so I’m really not sure why this one is being targeted specifically.

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  9. I also don’t find anything offensive about the campaign because for me, this is true and I can relate to it. We all need a moment with the pandemic or not. It is called self-love.

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