Sorry, Not Sorry
Pardé Bridgett I 10-17-24
Here we go again. Heinz is the latest brand to serve up yet another half-baked apology: "We're sorry if anyone was offended by the actions…blah, blah, blah." Honestly, I should trademark those nine words—they're so overused that I should get paid every time they’re trotted out, just like Michael Buffer’s “Let’s get ready to rumble!”
Some will ask rhetorically, "Why does everything have to be about race?" while others will dismiss it as "just an ad done badly." But some see it for what it really is—another instance of thinly veiled bigotry, wrapped in a tinfoil guise of a so-called edgy creative advertising campaign.
When I first saw the ad, I gave it the benefit of the doubt. I linked it to the Joker, but honestly, it didn’t land. My reaction was more of a Kanye shrug—"Eh, whatever." Sure, you can sense some minstrel undertones lurking in there, but it’s 2024. There are bigger battles to fight, like, say, stopping Project 2025 from becoming a reality. The second ad in this lineup, featuring the Bride and her caucasian husband’s family, notably excluded her father—a move as a Black father of two young women that struck a deeper chord with me, highlighting yet another misstep in representation.
The agency had the audacity to say, "We're proud that the first work which blended the timeless and the timely," right before issuing their public apology. And you know what? I'm sure they were proud—it was a global campaign that took risks and pushed boundaries. But here’s the thing –– never create shock ads just for the sake of shock; there has to be a purpose and intent behind every decision. Will calling out the creatives make them gun-shy? No. Good creatives aren’t baby poo soft, besides this is a business that requires tough skin—that’s what makes us better at our craft.
There are key lessons to take from all of this:
1. Accountability is non-negotiable: It’s not just about saying sorry; it’s about owning your mistakes and taking real steps to make it right.
2. Diversity Isn’t A Shield: Genuine inclusion and listening to the voices that can help steer creative in a more thoughtful direction.
3. Inclusivity Fuels Creativity: True innovation happens when you bring fresh ideas from outside the echo chamber. Inclusivity isn’t a checkbox—it’s a catalyst for creativity that resonates.
Diverse representation doesn’t automatically translate to diverse expertise, nor does it guarantee that the voices present will influence the decision-makers. But it will at least make the room think twice. Companies that strip away DEI efforts and weaponize words like 'woke' are setting themselves up for a rude awakening. Because when the chickens come home to roost, those canned apologies wrapped in corporate legalese will be dead on arrival.
My strength lies in being a true triple threat: I understand the culture, speak the language of the C-suite, and have the creative chops to bridge the gap between the two. I’ve got one foot firmly planted in the communities that drive trends and set the pulse, and the other in the boardrooms where strategic decisions shape the brand's future. This unique perspective empowers me to translate cultural insights into business value, turning authentic storytelling into measurable impact. It’s not just about knowing what resonates with diverse audiences—it’s about crafting it in a way that speaks to stakeholders, drives engagement, and delivers tangible ROI. This combination makes me more than just a marketer; it makes me the bridge that connects a brand’s vision with the heart of the people.
It’s time to move beyond hollow apologies and create messages that genuinely reflect and respect our diverse world. Brands that fail to step up won’t just risk being called out—they’ll risk becoming irrelevant in a landscape where being tapped in isn’t just expected—it’s the price of entry. So, are you ready to evolve, or content shouting into a vacuum filled with the same old BS? There “ha ha has” to be a new way to go forward.
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