Tropicana has ended a campaign in which parents are encouraged to take a moment to themselves away from their children and drink a mimosa.
“Parents, you’re juggling it all!” the company said in a Dec. 9 tweet. “Find the ultimate moment of brightness for yourself — wherever and whenever — with a Tropicana mimosa, of course! #TakeAMimoment to help make your mornings a little brighter.”
Included in the tweet is a stop-motion video of a storage stand in a bathroom that opens to reveal a mini-fridge with Tropicana and champagne inside. At the bottom left corner of the video is a disclaimer to “please drink responsibly.”
AdAge reported the campaign quickly drew criticism, including Megan Camille, who makes apparel for those who are sober.
“Your new TV commercial directly targeting vulnerable, stressed out, anxious parents during the pandemic is epic,” she wrote in a Monday Instagram post. “I hope that it sells a ton of orange juice, so that you will responsibly donate the profits to Recovery Centers of America, actually “helping” the millions of parents who are struggling with alcohol right now.
“Tropicana, you should be ashamed of yourself.”
Others criticized the ad on Twitter.
Celebrities including Jerry O’Connell, Gabrielle Union and Molly Sims were also part of the campaign, taking part in individual ads.
In Sims’ ad, according to Page Six, she describes a mimoment as “when you hide in your closet and you pretend like you have a hamper, but it’s actually a minifridge.” Union had a mini-fridge in her bathroom vanity, and O’Connell had one in his toolbox.
“We want to apologize to anyone who is disappointed in or offended by our recent campaign,” the company 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 we believed we were bringing the #TakeAMimoment program to life in the right way — through a message of positivity and balance mixed with a bit of levity — we hear the feedback that for some we’ve missed the mark. Accordingly, we’re ceasing any further activity in support of the campaign. We value the comments and perspectives that have been shared and will use it as a lens for evaluating future campaigns.”
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