Doritos, the renowned American brand of flavored tortilla chips, recently came under fire over one of its endorsement decisions. It has, however, promptly responded to the brewing controversy, severing ties with a transgender influencer in Spain. Critics targeted the influencer from various spheres, and an online boycott threat prompted the snack producer to rethink their partnership.
The said influencer under the lens was Aless Gibaja. Gibaja, a prominent transgender influencer based in Spain, has been a popular face in the country’s LGBTQ+ community thanks to her journey and online personality. Although her strong online presence is usually drowned by support from her followers, her recent association with Doritos incited a backlash that put the spotlight on her in a less favorable light.
The critics who rallied against Doritos’ endorsement of Gibaja cited several past contentious posts by the influencer as their basis of uproar. These posts had been flagged for their controversial assertions and provocative language. Gibaja had been criticized earlier for her use of such provocative content, but her partnership with Doritos reignited the critics’ discontent.
The proposed boycott of Doritos sparked a firestorm online. Social media platforms became arenas of fierce debate and discussions regarding the ethics and appropriateness of endorsing someone with a controversial past. The boycott threat quickly gained traction, and an uproar persisted, pressuring Doritos to reconsider their endorsement strategy.
Bowing to the public pressure, Doritos announced its decision to sever ties with Gibaja. In a statement, they elucidated their commitment to diversity and inclusivity. However, the brand also emphasized that it does not condone any form of disrespect or offense. The company clarified it stands strongly against any form of discriminatory language, including that which had been used by Gibaja in her controversial posts.
The crispy chip company further clarified that their decision wasn’t driven by Gibaja’s identity as a transgender woman. They reasserted their belief and commitment to supporting the LGBTQ+ community and their rights. The company asserted that the severance was solely due to the controversial posts and nothing to do with her status as a transgender influencer.
Post-separation, Gibaja has remained silent on the issue, while Doritos continues to face heat from both supporters and critics of their decision. Supporters appreciate the brand’s strong stance against the controversial content, while critics argue that the development could taint the company’s pro-LGBTQ+ reputation.
As brands continue to be more inclusive and diverse, their decision to sever ties with personalities based on their actions and not on their identity proves to be an evolving trend. It shows brands’ growing sensitivity towards the sentiments of the public and their willingness to uphold standards of respect and tolerance. Doritos’ decision to end their association with Gibaja showcases this trend and the brand’s dedication to its value system.
Nevertheless, the incidence highlights the intricate complexities that brands face when endorsing influencers. Endorsers not only stand as the face of products but also reflect the brand’s values and ethos. Therefore, their behavior and past actions tend to impact both the brand’s image and reputation.
Although Doritos had faced potential reputational damage by associating with the controversial influencer, their swift action in response to the online backlash demonstrates the company’s commitment to its clientele and codes of conduct. It reflects the delicate balance that brands need to strike between their marketing strategies, societal values, and the evolving landscape of inclusive branding.