DIARY - Warm to the joys of a real Nazi fire

A quick primer from Marketing 101: don’t associate your company with totalitarian regimes. A simple lesson, but one that recently went unheeded in considerable style by a Taiwanese company.

A quick primer from Marketing 101: don’t associate your company with totalitarian regimes. A simple lesson, but one that recently went unheeded in considerable style by a Taiwanese company.

A quick primer from Marketing 101: don’t associate your company

with totalitarian regimes. A simple lesson, but one that recently went

unheeded in considerable style by a Taiwanese company.



The K.E. and Kingstone ad agency decided to pull advertisements for

German-made electric heaters one day after it came under fire from

Jewish and German diplomats in Taiwan.



The posters featured a smiling caricature of Adolf Hitler, replete with

khakis and black boots, his right arm raised high in salute. Above him

was a white space heater and the slogan ’Declare war on the cold

front!’



Marketing manager Huang Chong-Jung said the campaign was never intended

to show support for Hitler. The company merely used the fascist dictator

to emphasize that the heaters were made in Germany, he added. What, they

couldn’t find an Oktoberfest costume?



The German manufacturer of the heaters, DBK, did not know about the ad

campaign and never approved it.



’Now when we do things for the public, we will think about everyone and

from every perspective,’ Huang said. Thanks - and you might want to

reconsider those Idi Amin ads for your Ugandan dishwashers.



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