Consumers defend Old Navy’s tweet amid racist comments

The retail brand’s promotion depicting an interracial family sparked some social media users to lash out with racist messages. However, even more defended the ad.

Ragan Insider Premium Content
Ragan Insider Content

For brand managers, the sound of silence might be the most effective noise of all.

Old Navy has recently made headlines for a tweet it sent out on April 29:

Oh, happy day! Our #ThankYouEvent is finally here. Take 30% off your entire purchase:

— Old Navy Official (@OldNavy) April 29, 2016

The seemingly innocuous tweet advertised Old Navy’s customer-appreciation sale, urging followers to shop online during the promotion.

However, the image of the interracial family in the tweet angered some Twitter users, who called the ad “race mixing propaganda” along with other comments.

Several users threatened to boycott the brand—similar to the more than 1.1 million people who have signed a petition pledging to boycott Target because of its transgender bathroom policy.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.