B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Coke in hot water over offensive bottle cap
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Coke in hot water over offensive bottle cap
Marketing

Coke in hot water over offensive bottle cap

Staff Writers
Published on: 24th September 2013 at 12:13 PM
Staff Writers
Share
2 Min Read
SHARE

Global beverage giant Coca-Cola has apologised for an ill thought-out marketing campaign in Canada after a customer with a developmentally delayed sibling opened a bottle of vitamin water to find that the inside of the bottle cap read “YOU RETARD”.

Blake Loates, photographed the offensive bottle cap and sent the image to her father, Doug Loates, who then wrote a public letter to the beverage giant, Stuff.co.nz reports.

In the letter, Loates explained that his daughter Fiona suffers from both cerebral palsy and autism, has had 22 surgeries and is still fed through a feeding tube.

"Fifty years ago they might have called her retarded. But we know better now, don't we?" he wrote.

"What would YOU do if you opened up your bottle of Vitamin Water and on the bottom of the lid it read: 'YOU RETARD'?

"Think about it. I bet you'd be pissed if you had a Fiona in your life!"

The marketing campaign involved printing random combinations of English and French words under bottle caps and Coca-Cola has since issued a statement apologising for the incident.

Coca-Cola’s director of brand communications Canada, Shannon Denny said that the company takes consumer concerns ‘very seriously’.

"This is a genuine oversight in the review process. The mistake has been corrected and the words removed from all future production," Denny told Canadian broadcast network CNBC.

"Regretfully, the French words were not reviewed from an English standpoint.

"In this case a French word, despite an innocuous meaning in French but an offensive meaning in English, made the production list of words.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?