Tropicana issued an apology this week after coming under fire for an ad campaign that appeared to suggest alcohol was a way to relax amid the stresses of the COVID-19 pandemic.
The orange juice company recently released their newest slogan, "#TakeAMimoment," after reviewing results from a survey they conducted about how parents are making time for themselves.
The hashtag referenced the cocktail mimosa, made of champagne and orange juice. The campaign also featured celebrities including Molly Sims, Gabrielle Union and Jerry O’Connell.
"Parents, you're juggling it all! Find the ultimate moment of brightness for yourself - wherever and whenever - with a Tropicana mimosa, of course! #TakeAMimoment to help make your mornings a little brighter. #Tropicana," the company tweeted at the time.
@sharonlouiselop Parents, you’re juggling it all! Find the ultimate moment of brightness for yourself – wherever and whenever – with a Tropicana mimosa, of course! #TakeAMimoment to help make your mornings a little brighter. #Tropicana☀️— Tropicana (@Tropicana) December 9, 2020
Reply #stop to unsubscribe. pic.twitter.com/JAjatCgpdb
However, following the campaign's release, the company faced criticism online, with some arguing that it was irresponsible.
@Tropicana @mullenloweus & @cramerkrasselt should #TakeAMimoment to go fvck themselves. Suggesting parents hide from their families to drink is disgusting, irresponsible bvllshit on a number of levels. Our families —and yours— deserve better @adage #BoycottTropicana— Since Right Now (@KLENandSOBR) December 15, 2020
The @Tropicana #TakeAMimoment campaign: Women lying to their families, sneaking off to consume alcohol hidden in secret compartments. Slamming a mimosa in the laundry room isn’t cute and it’s not “treating yourself.” That’s 1950s “mother’s little helper” bullshit— Performance Velvet (@juniper_green) December 14, 2020
In a statement shared to Twitter, Tropicana apologized for offending some of its potential customers.
"We want to apologize to anyone who is disappointed in or offended by our recent campaign," Tropicana wrote. "The intent behind it was in no way meant to imply that alcohol is the answer or make light of the struggles of addiction."
The company added that the campaign was meant to be positive, but failed to deliver.
"While we believed we were bringing the #TakeAMimoment program to life in the right way — through a message of positivity and balance mixed with a bit of levity – we hear the feedback that for some we've missed the mark. Accordingly, we're ceasing any further activity in support of the campaign. We value the comments and perspectives that have been shared and will use it as a lens for evaluating future campaigns."