When it comes to racism on social media, there are always interesting statements. It becomes particularly exciting when well-known companies join the discussion.
Companies that make a clear statement and take a stand against racism are often celebrated. A current example shows what this looks like in the case of “Durex Deutschland”. At the same time, two problems become visible.
Problem 1: The tweet from “Durex Deutschland” shows how willingly people are to accept a fake if it corresponds to their own position or if it helps to strengthen their own position. This phenomenon is politically independent and apparently applies to all sides.
[mk_ad]
Because if you check: The following answer from “Durex Deutschland”, which comes across as so cheekily cheerful and is distributed in the form of a screenshot on Facebook and Twitter, comes from a fake account:

This is not the official account of the condom manufacturer Durex, but an account of an unknown operator that has now been deleted ( see here ).
But apart from the fact that this account is fake, the answer is actually being celebrated in many places. And in those places where the fake was not noticed, so was the company mentioned, which inevitably leads to problem 2:
Whether Durex or someone else: The viral advertising potential
Without going into too much depth at this point, one can describe a special marketing format from this constellation. It is a mixture of news, hate speech and associated advertising.
Using the example and the resulting reactions from the process shown above, the marketing process can be wonderfully shown:
- A social media account posts a message that is highly certain to attract hate comments.
- Hate comments actually arise (now inevitably).
- A company account counters this “morally right” comment with jokes and puns and wins the round.
In the end, the result is clear: screenshots are created from this situation (whether staged or coincidental). These screenshots go viral and install a Saubermann image of the responding company.
If Durex had really been behind the Durex account, then the company would have at least benefited from it on social media. It wouldn't be the first time that screenshots have been shared on social media in which companies take a clear stance against racism and stand out with sophisticated answers in the comments.
For example, who would have ever bought a Zipfelmann if Penny hadn't used provocative social media marketing in recent years to turn the Zipfelmann into a product against racism? We already described this phenomenon two years ago ( compare ).
Do we just continue to observe the whole thing and, above all, observe our resulting purchasing behavior, because due to this virality will we end up only buying the “morally right” products?
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Notes:
1) This content reflects the current state of affairs at the time of publication. The reproduction of individual images, screenshots, embeds or video sequences serves to discuss the topic. 2) Individual contributions were created through the use of machine assistance and were carefully checked by the Mimikama editorial team before publication. ( Reason )

