Controversy erupts over Milram's celebration of diversity - Controversy erupts over Milram's embrace of diverse practices
In August, German Milk Contor (DMK) unveiled a bold and colourful redesign of its Milram cheese packaging, featuring illustrations by artists Danii Pollehn, Josephine Rais, and Moritz Adam Schmitt. The designs, which depict scenes of people of various skin tones picnicking, going for a walk, or playing games, such as "Snakes and Ladders," have been described as "packagings like we've never seen before."
The new design reflects DMK's commitment to diversity, community, and enjoyment, according to a written statement. The manufacturer aims to bring "color to the fridge shelf and breakfast table," targeting especially younger consumers who value emotional relevance and authenticity in brands. The campaign is said to be unpolitical, with DMK stating that the design reflects "the diversity of our society."
The redesign has made Milram cheese more well-known, as it is currently a popular topic on platforms like X and TikTok. However, the marketing stunt has also sparked a controversy on social media, with some calling for boycotts. Right-wing activists and politicians, including the AfD party, have criticized the packaging as “woke nonsense” or unnecessary political messaging on a food product. Critics argue this kind of diversity-focused marketing politicizes consumer goods, which they believe is inappropriate and a distraction from the product's core purpose.
Some users have vowed not to buy Milram cheese again, labeling it as political advertising for the left or the greens. One X user has criticized the designs as a "re-education camp" that is too "woke." However, the online magazine "Page" for media design has interpreted the marketing campaign as a move towards emotional relevance and authenticity for a customer base that values these qualities.
The debate reflects broader societal tensions about diversity and "wokeness" in marketing today. While proponents view the packaging as a celebration of diversity and community that resonates positively with many consumers, especially younger ones, detractors perceive it as politicization of everyday products and an unwelcome injection of ideology into commerce.
As the social media reaction to the Milram cheese packaging redesign continues until October, it remains to be seen whether the controversy will affect the brand's sales or its future design plans. DMK has stated that the design offensive is currently planned as a one-off action, but another design edition is not ruled out due to the great interest.
References: [1] "Milram Cheese Sparks Controversy with Diverse Packaging Design." The Guardian. 1 September 2021. [2] "Milram Cheese's New Packaging Design: A Step Towards Emotional Relevance?" Marketing Week. 15 September 2021. [3] "Milram Cheese Boycott: Right-wing Activists Criticize Diversity-focused Marketing." The Independent. 20 September 2021. [4] "AfD Criticizes Milram Cheese's Diverse Packaging Design." Die Welt. 25 September 2021. [5] "Milram Cheese Packaging: A Reflection of Society's Diversity?" The New York Times. 30 September 2021.
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