Coca-Cola has pulled a social media website that allowed users to replace 'Coca-Cola' with their names in the iconic script. The reason why the campaign was axed is perhaps more exciting than the concept. Apparently, users were allowed to enter a variety of names to send to friends. Imagine the cheeky possibilities. However, when users went to enter the word 'gay' the website returned an error message stating: 'Oops. Let's pretend you didn't just type that.'
Opps is right. As an official sponsor of the gay-friendly Sochi Olympics Coca-Cola's anti-gay blip sends a disturbing message. Was it an oversight?
Company officials told Buzzfeed:
'We are aware that the Share a Coke promotion we are running in South Africa has generated an unintended outcome. We apologise for any offence caused.
The Share a Coke programme was created to allow consumers to take the iconic 'Coca-Cola' script and replace it with their name on the can. In South Africa, the digital version of the Share a Coke promotion did not properly limit the customisation to individuals' names.
We've taken down the site and are in the process of revising the digital tool immediately."