August 11, 2012

Bel's 'mentally ill holidays' promotion backfires

The company was offering a gift of ink stamps in packets of Mini Babybel cheeses with the logo – “Mentally Ill Holidays” — Des Vacances de Malade Mental.

Bel said French teenagers use the term “mentally ill” as a synonym of amazing and the slogan was meant to be humorous.

French parents and shoppers didn't see the funny side. They attacked the campaign as offensive and threatened a mass boycott of its products, which include Boursin soft cheese.

Bel was forced to issue a public apology.

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