From Darkie to Darlie: Racial and Cultural insensitivities in marketing

On June 18, 2020, Colgate-Palmolive told Reuters that it will, “review and evolve” its top selling toothpaste in China. One may wonder in a marketing and branding cultural transformation taking place in the USA, how does a Chinese brand get an immediate and notable mention. In this episode we take a closer look at the brand, its history and how current heightened racial and cultural awareness have turned the spotlight on it.

You will also hear the 3Rs to remember in International Marketing, Branding and Advertising.

Show notes and Links

How Darkie, now Darlie, became East Asia's favourite toothpaste despite its blackface branding.

https://www.scmp.com/lifestyle/health-wellness/article/2176817/how-darkie-now-darlie-became-east-asias-favourite

Thai beauty ad: 'Just being white, you will win'

https://edition.cnn.com/2016/01/08/asia/thai-racist-white-beauty-ad/index.html

Gandhi flip flops sold on Amazon cause anger in India

https://www.bbc.com/news/world-asia-38628499

Harrods Apology over Hindu Bikini

http://news.bbc.co.uk/2/hi/south_asia/3790315.stm

Converse withdraws shoes with images of Hindu Gods

http://news.rediff.com/report/2010/sep/22/converse-withdraws-shoes-with-image-of-hindu-gods.htm

Unilever renames Fair & Lovely as 'Glow & Lovely'

https://www.campaignasia.com/article/unilever-renames-fair-lovely-as-glow-lovely/462132

Darkie drops offensive name and logo. Straits Times. 1989-01-29. p. 6. Accessed via https://web.archive.org/web/20151204152741/http://download950.mediafire.com/jqp6xycsq1kg/2q4q1aikax00nnp/Darkie+19890129+p6.jpg

Music Credits Joseph McDade-Elevation (https://josephmcdade.com/music)