Sprite’s #iloveyouhater campaign breaks new ground for a soft-drink commercial:
According to Adage, Sprite is now just one of a string of brands to have addressed online “haters” and social media trolling in their campaigns:
Directed by Karim Huu Do of Anonymous Content, the features real people: Spanish Olympic swimmer Rocío Velázquez; French pole dancer Nico Moldestein; English rapper Tyrus McKenzie and Swedish surfer Liz Romer, along with Spanish LGBT activists David Perez y Marius Caralt and female soccer team CE Sant Gabriel.
Each responds to hurtful comments on social media with the message “I Love You.”
Sprite can now be viewed as a brand that is taking an active stand against hate.
Earlier, in the political arena, we saw Coca-Cola engage in a more serious way – with an apparent endorsement of an anti-AfD message by a group of activist artists:
As the New York Times notes, “Coca-Cola didn’t make the billboard, but it did not disavow its message, either.”
“Not every fake must be false,” tweeted Patrick Kammerer, director of public affairs and communications at Coca-Cola Germany.
Why should a brand fight hate?
According to the SPLC, in the face of hatred, apathy will be interpreted as acceptance by the perpetrators, the public and — worse — the victims. Community members must take action; if we don’t, hate persists.
It’s also what your customers and employees expect you do.
Does your brand have an anti-hate policy?