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Hema has stopped distributing a new brochure because it caused a lot of commotion. The brochure contains a photo of a baby with the text: “Everything for you and your baby, from pacifier to sex toy”. The discontinuation of the brochure causes divided reactions.
Hema has failed. With their new advertising brochure, which was also published in Belgium, they completely missed the mark for many people. On X, the former Twitter, there are a lot of reactions from people who are in shock and disgusted by the fact that “babies are associated with sex toys”.
“Sick of those new commercials from Hema. But this one really takes the cake. How do you come up with such a sick combination on your brochure?” says Mario Beek on an infant? Really, this is just disgustingly strange to say the least,” said another user. “Is this normal now? Isn’t this going too far?”, says another profile.
Response from Hema
Because there was a lot of commotion, Hema quickly decided to withdraw the brochure. Yet it is inevitable that people will still see it, because it has already fallen into the letterboxes in many places. The Dutch company also issued an official response on Instagram. “We are very shocked by the negative reactions, because it was never our intention to make a direct link between babies and sex toys. We hoped to give parents a boost with this magazine by reminding them to also think about themselves,” the Instagram story says.
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“We have completely missed the point here due to clumsy formulation. For this reason, we have stopped distribution of the magazine where possible and immediately removed it from our communications,” the company said.
Not everyone is negative
Despite the many negative reactions, there are also many people who think all the commotion is exaggerated. “How many children/babies do you know who read the Hema brochure? And how many children do you think see something strange in that? You shouldn’t make it more difficult than it is. Sex can be normal. And pleasure for the woman completely. Pleasure is not for the man alone,” says X.
Hester Zitvast, journalist for, among others, Vrouw and Flair, believes that Hema should not have given in to the commotion that arose. “Seriously Hema? On your knees for the biggest loudmouths with narrow-minded thoughts and absurd assumptions? Should have kept the back straight,” she says on X. Another user also does not see the problem in the campaign: “This is a Hema brochure that is not read by babies, but by adults. So there is nothing wrong.”
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2024-02-12 17:14:26
#Hema #stops #distribution #brochure #fuss #sick #combination
