Following complaints from customers about an ad campaign that some thought to be cultural appropriation, Boost Juice has removed the videos and imagery and made a formal apology via Facebook .
As part of their "Summer Warrior" campaign, videos were posted on their various social media accounts depicting a man and a woman dressed in fruit and body paint.
The characters appeared to roar and make other incoherent sounds, in which some Facebook users described the videos as “tone deaf ignorant content”.
"It has been brought to our attention that our recent Summer Warrior campaign has caused offence. This was genuinely not our intention. We sincerely apologise," the post by Boost Juice read.
"We will be removing this campaign from our channels and we thank you for your feedback."
The apology received a mixed response, with many Facebook users complaining that the company had bowed to political correctness.
Boost Juice has apologised to those offended by its "Summer Warrior" campaign. Source: Facebook
"Just an utter waste of selective outrage. In no way, shape or form does it even slightly resemble any Indigenous "warrior" dress," commenter Clayton William Forbes wrote.
"Merely an unnecessary campaign waged by divisive, bitter academics seeking to self-aggrandize of a feeble attempt to wrongly interpret an advertisement campaign.
A screengrab from the Boost Juice ad that some have labelled cultural appropriation. Source: Facebook
"Cultural appropriation... Geeez. The word warrior is not exclusively owned by any traditional group around the world.
"Let's focus on Aboriginal children living in 3rd world conditions."
But others thanked the franchise for removing the post.
"I’m glad. Cultural appropriation in advertising and other forms of media needs to be addressed. Thank you for withdrawing this campaign, Boost," Elizabeth King wrote.
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