B.C.-based Herbaland is apologizing after an advertisement referencing ‘the 51st state’ was blasted by the public.
The ad, which was displayed at the busy Vancouver City Centre Canada Line Station, said Herbaland Proudly Made in (the 51st state) Canada. The line referencing ‘the 51st state’ was crossed out by a white line.
A post on Reddit titled ‘Absolutely infuriating’ quickly gained significant traction, resulting in the vitamin gummie manufacturing company taking action to address the controversy.
“We apologize deeply for the offensive wording and any frustration we have caused,” read a statement to CTV News from a company spokesperson.
“We thought crossing these words out would show our support for Canadian sovereignty, and disagreement of the 51st notion, but we see how this was not appropriate to even mention. We are a Canadian-owned and made brand, and we would never go against Canada’s independence. We are truly sorry.”
As of Wednesday afternoon, the mural had been removed.
“It’s a touchy topic right now, because we’re feeling under attack,” said Tim Silk, an associate professor of marketing and behavioural science at the University of British Columbia.
Silk says while many companies are emphasizing their Canadian roots amidst the trade war and annexation threats from President Donald Trump, the Herbaland example demonstrates there’s a fine line that can be crossed despite good intentions.
“As a branding person, I would say they are trying to be funny and tongue in cheek, and it just got lost in translation.”
Silk believes better preparation could have helped the company avoid the public backlash.
“Had they tested the ad before they put it in the medium, I think they would’ve pulled it.”
