LAGOS, Nigeria – FrieslandCampina WAMCO Nigeria PLC, the company behind Peak Milk, has come under fire from the Christian Association of Nigeria (CAN) following an ill-conceived Easter advertisement that has drawn widespread criticism from the Christian community.
The contentious advertisement employed the imagery of Jesus Christ’s crucifixion as a marketing tool to promote the company’s products on Good Friday.
CAN has denounced the ad as “completely inappropriate” and has issued an ultimatum to FrieslandCampina WAMCO Nigeria PLC: retract the ad, issue an apology to Christians, or face possible legal action and a boycott of their products.
CAN General Secretary Joseph Daramola emphasised Good Friday’s significance for Christians worldwide, stating that using such a solemn occasion for commercial gain is disrespectful and offensive.
He expressed disappointment in the company for exploiting religious sentiments to boost profits and accused them of belittling the Christian faith.
CAN has also threatened to impose sanctions against FrieslandCampina WAMCO Nigeria PLC, which may include urging its members and other concerned Nigerians to boycott the company’s products.
The association is demanding an immediate withdrawal of the advertisement and an unreserved apology to the Christian community.
This is not the first time a company has faced backlash for using religious imagery in its marketing campaigns. CAN recalled a similar incident involving Sterling Bank Plc and warned all organisations to be mindful of their customers’ religious and cultural sensitivities when promoting their products.
In the statement, CAN cautioned, “We will not tolerate any attempt to trivialise or disrespect our faith. Be warned.”
