In America, the marketing campaign immediately drew outrage from both human rights organizations and average citizens. “WOW Racist @DunkinDonuts campaign,” wrote one twitter user. ”What is wrong with people.” Representatives from Human Rights Watch were equally critical. Phil Robertson, deputy Asia director for the group, called the ad offensive and demanded that Dunkin’ Donuts apologize.
“It’s both bizarre and racist that Dunkin’ Donuts thinks that it must color a woman’s skin black and accentuate her lips with bright pink lipstick to sell a chocolate doughnut,” Phil Robertson told the AP. “Dunkin’ Donuts should immediately withdraw this ad, publicly apologize to those it’s offended and ensure this never happens again.”
The American headquarters of Dunkin’ Donuts has taken Robertson’s request to heart. The company responded to the scandal through its official twitter account, stating:
Mike@UOENOThough
WOW Racist @DunkinDonuts campaign smh What is wrong with people pic.twitter.com/AYNV1JnHyL
@UOENOThough We are working with our Thailand franchisee to immediately pull the ad. DD recognizes the insensitivity of this spot.
Dunkin’ Donuts ✔@DunkinDonuts