Crumpler, the Australian bag brand, has found itself in the spotlight following the withdrawal of an advertisement containing a reference to vapes. The controversy erupted when a reader, identified as Goh Ee Ca, questioned the appropriateness of Crumpler’s mention of accommodating a vape in its new bag in a letter published in The Straits Times forum section.
The contentious advertisement, promoting a collaboration between Crumpler and Australian DJ Andee Frost, touted the Cosmic Taco bag as the “perfect fit” for various items, including a vape. This sparked a surge in discussions around the brand, with media intelligence firm Meltwater noting a notable increase in mentions on June 8th. Coinciding with this, the Health Sciences Authority announced its investigation into whether Crumpler breached the Tobacco Act with the advertisement.
The authority’s directive to remove the advertisement from all outlets was swiftly followed by Crumpler’s compliance, as reported by The Straits Times on June 5th. Subsequently, the brand became associated with keywords like “vape” and “remove” in online conversations.
However, a review of Crumpler’s official website by MARKETING-INTERACTIVE revealed the absence of any mention of “vape” in the item’s description, raising questions about the discrepancy between the advertisement and the brand’s online presence.
Further insights from media intelligence firm Truescope shed light on the public’s reaction between June 4th and June 10th. Some netizens humorously critiqued the practicality of the description, suggesting alternatives like lipstick or a lighter. Others pointed out the regulatory disparities between Singapore and Australia, emphasizing the need for brands to navigate cultural sensitivities and regulatory frameworks diligently.
In light of these developments, MARKETING-INTERACTIVE reached out to both Crumpler and the Health Sciences Authority for additional clarification and insights into the matter.
This incident underscores the importance for brands to consider differences in regulations and cultural sensitivities when crafting advertisements, as demonstrated by a past controversy involving Samsung Singapore in 2022. The advertisement, featuring diverse individuals testing Samsung’s wearable tech products, drew criticism for its portrayal of a drag queen and his mother, prompting the brand to pull the ad amid concerns of offensiveness to certain segments of the local community.
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