Bel's 'mentally ill holidays' promotion backfires

http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9464583/Bels-mentally-ill-holidays-promotion-backfires.html

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.