H&M 2018 marketing campaign issue

2. Coolest money
in the Jungle
H&M released a campaign
for their new kids' hoodies.
One of the posts was of a
green hoodie labeled
“Coolest monkey in the
jungle” and they had a
young black male modeling
the hoodie.

3. They received immediate backlash
for the insensitive campaign
because of the history behind
people of color being referenced to
monkeys as a racial slur.
H&M is a European company, so
they didn’t correlate the saying with
a racial slur since it’s a term they
usually use to refer to children.
After some time the mother of the
child released a statement saying
that she never found the hoodie to
be offensive.

4. • I selected this company
because this campaign went
viral for the wrong reason
and because the marketing
team didn’t consider how
the campaign would be
viewed in other countries.
• Celebrities quickly
responded to the issue like
Lebron James

5. At the time H&M
saw a decrees in
sales since people
were calling for a
boycott.
They had to resort to
discounting their
products, but they
still could not reach
their target sales

6. This needs to be a big lesson for H&M and
other companies that they need a diverse
marketing team who can do intensive
research of each culture of the countries they
are marketing to.