The Christian Association of Nigeria (CAN) has described the recent social media advert by FrieslandCampina WAMCO Nigeria Plc, makers of Peak Milk, which depicted a bruised can of ‘peak milk’,as a metaphor for the crucifixion of Jesus Christ used to promote their product on Good Friday to be in bad taste.
CAN, in a statement signed by its general secretary, Barr. Joseph Daramola, said the advert was “insensitive, offensive, and unacceptable,” stating that Good Friday was a solemn day for Christians all over the world, for the commemoration of the death of Jesus Christ, who was crucified on the cross for the sins of the world.
“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 a commercial bank used crucifixion imagery to promote its 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 trivialize or disrespect our faith. Be warned,” he stated.