FrieslandCampina WAMCO Nigeria Plc, the maker of Peak Milk, has come under fire from the Christian Association of Nigeria (CAN) for using the crucifixion of Jesus Christ as a metaphor in a Good Friday advertisement. CAN described the advert as “insensitive, offensive, and totally unacceptable,” warning companies to respect religious and cultural sensitivities when promoting products. The association said it is considering serious sanctions against the firm, including a boycott of its products, and will not tolerate any attempt to trivialise or disrespect the Christian faith.
In a statement issued on Monday, CAN General Secretary Joseph Daramola called the advertisement not only disrespectful to Christianity but also an affront to millions of Christians in Nigeria and beyond. “Good Friday is a solemn day for Christians worldwide, a day we commemorate the death of our Lord and Saviour Jesus Christ, who was crucified on the cross for our sins. It is not a day to be used for crass commercial purposes,” he said. Daramola added that the company’s actions were deeply disappointing and that CAN was considering sanctions, including a boycott by its members and other concerned Nigerians. He urged FrieslandCampina WAMCO to issue an unreserved apology to the Christian community and withdraw the offensive advert immediately.
CAN recalled a similar incident involving Sterling Bank Plc, which had used crucifixion imagery to promote a product. The association condemned that case then and does so now, urging all companies to be mindful of religious and cultural sensitivities in their marketing. “We will not tolerate any attempt to trivialise or disrespect our faith. Be warned!” the statement concluded.
Attempts to obtain a response from the company were unsuccessful. Calls to its consultant, Dr. Kunle Hamilton, could not be completed, and he did not reply to an SMS. When contacted, corporate communications manager Nkechi Njemanze said she was on holiday and would provide an email address for further comment, but no address had been received at the time of filing this report.
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