Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
The Coffee Bean & Tea Leaf features soldier from wrong army in SAF Day promo ad

The Coffee Bean & Tea Leaf features soldier from wrong army in SAF Day promo ad

share on

The Coffee Bean & Tea Leaf Singapore has apologised via Facebook and taken down a promo that featured a China national soldier as part of its Singapore Armed Forces (SAF) Day drink promotion this week. The initial image (pictured left) copped flak from netizens for not accurately using a SAF personnel – which varies across Singapore Army, Republic of Singapore Air Force and Republic of Singapore Navy.The coffee chain has since put up a new poster (pictured right) on its Facebook page as a replacement. Moving away from utilising a personnel, the promo ad has an army green background and displays one of Coffee Bean’s ice blended beverage. Until 7 July, SAF personnel either donning the uniform or with a valid 11B ID are entitled to the 50% off promotion.https://www.facebook.com/coffeebean.sg/photos/a.204995419492/10157316695014493/?type=3&theaterHowever, Coffee Bean’s apology and updated promo poster on Facebook has yet to appease netizens. In a string of comments left on the latest poster, netizens were not entirely impressed with the move saying the coffee chain is not “serious at recognising national heroes” and it is unlikely that a SAF personnel image cannot be found online. Some users left hashtags such as #damagecontrolfail and #publicitygonewrong, while others were thanking Coffee Bean for giving them another reason to stick to Starbucks – its direct rival.Approximately over 200 merchants and businesses are participating in the initiative to mark SAF Day. According to the Ministry of Defence, We Support NS campaign aims to thank both past and present NS men for their contributions. Some of the brands that are giving away SAF Day promos include Nike, Levi’s, New Balance, WE Cinemas, Filmgarde Cineplexes and many others.(Photo courtesy: Zachary Yap)

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window