FrieslandCampina WAMCO Nigeria Plc, the company behind Peak Milk, is facing severe backlash from the Christian Association of Nigeria (CAN) for its use of the crucifixion of Jesus Christ as a marketing metaphor on Good Friday.
The CAN has expressed strong disapproval of the advertisement, labelling it insensitive, offensive, and entirely unacceptable. The organization has also cautioned all businesses and groups to be sensitive to the religious and cultural sensibilities of their customers when promoting their products.
CAN has threatened the company with severe repercussions, including a possible boycott of its products, stressing that it will not tolerate any attempt to belittle or disrespect the Christian faith.
In a statement released on Monday by its General Secretary, Joseph Daramola, the organization expressed its disappointment in the advertisement, which it believes is not only disrespectful to the Christian faith but also a slight against the millions of Christians in Nigeria and beyond.
He said, “Good Friday is a solemn day for Christians all over the world, a day we commemorate the death of our Lord and Saviour Jesus Christ, who was crucified on the cross for our sins. It is not a day to be used for crass commercial purposes.
“FrieslandCampina WAMCO Nigeria PLC’s action is not only disrespectful to the Christian faith but also an affront to the millions of Christians in Nigeria and beyond. We are deeply disappointed that a company of such repute would stoop so low to exploit the religious sentiments of its customers for profit.
“We are considering sanctions against FrieslandCampina WAMCO Nigeria PLC, including a boycott of their products by our members and all well-meaning Nigerians who share our concerns. We call on the company to issue an unreserved apology to the Christian community and withdraw the offensive advert immediately.
“We recall a similar incident in the past when Sterling Bank Plc used a crucifixion imagery to promote their product. We condemned it then, and we condemn it now. We, therefore, urge all companies and organisations to be mindful of the religious and cultural sensitivities of their customers when promoting their products. We will not tolerate any attempt to trivialise or disrespect our faith. Be warned!”
As of the time of this report, WAMCO Nigeria Plc is yet to reply to CAN.
