Is love a place for stereotypes?

A well-known chocolate brand in Greece released a campaign for Valentine’s Day under the hash tag #ActForLove. The campaign shows different couples and, as expected, has caused a lot of controversy.

Dialekti Angeli
Dialekti Angeli NewsMavens, Greece
Is love a place for stereotypes? - NewsMavens
Chocolates. Pexels.com

Why this story matters:

Lacta is a Greek chocolate brand that releases campaigns around February 14 -- including short love story videos -- to promote Valentine's Day products. This year’s campaign slogan was "love has no color, age, ethnicity and gender", and shows 28 different couples including: a Moroccan man with a Greek woman; a gay couple; couples with a great difference in age or stature; a lesbian couple; and couples in which one of them had a disability.

As expected, the campaign caused a lot of controversy and reactions were focused mainly on the two -- perhaps three -- photos of homosexual couples.

In reaction, the company’s Facebook page was filled comments, mainly positive ones. The negative ones were nevertheless extremely intense, including threats of a boycott. Some of the comments were: “The company's officers will understand that their anomaly and its propagandists are rejected, when they see the financial damage that this disgusting advertising will cause” or “You will be bankrupt soon you disgusting pests” or the all-time classic “I am not a racist, but…” rant -- “I respect all people. My criteria are based on character only. I do not care about your sexual preference but do not shove it in my face! Stupidity is not respected. Shame on the company! Many of us have stopped buying this brand”.

Greek society proves itself once again to be an intolerant and deeply problematic society, one that does not accept the different, especially when it comes to sexual orientation. It is not accidental that the TV advertisement did not show any homosexual couples. Posters with all the 28 couples did exist, but during air-time the homosexual one commericals vanished. 

Details from the story:

  • It is indicative that the negative comments for the poster that shows the lesbian couples are few, compared to the respective poster of the male couple.
  • Many argued that Lacta belongs to George Soros and indirectly “charged” the “homosexual campaign” to the Hungarian-American tycoon. They even presented irrelevant names and figures trying to prove their sorry claim.
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