Innocent Drinks is facing boycott calls following an online backlash to a now-deleted series of tweets it published in support of divisive trans youth charity Mermaids.
The smoothie brand – which is well-known for its playful marketing approach and strong brand positioning – had initially published a graphic on Twitter on Tuesday 30 May, reading ‘What’s okay to say?’.
It revealed that Innocent had collaborated with Mermaids for an in-house workshop to mark 17 May – the international day against homophobia, biphobia and transphobia. The attempt at an educational post also went on to emphasise the importance of using the ‘right words’ when talking about LGBTQ+ issues, highlighting terms such as deadnaming and misgendering.
It also described Mermaids, which is currently under investigation by the Charity Commission for child safeguarding issues, as ‘legends’.
The Twitter thread that followed – all of which has now been deleted – put Innocent right in the centre of the fierce debate between trans rights supporters and gender-critical feminists.
However, many Twitter users were quick to point out some of the controversies surrounding the British trans youth and gender charity, including a trustee organising a paedophilia support group conference and, most recently, the charity’s boss allegedly bypassing children’s GPs to refer them directly to Tavistock gender clinic.
Some called for a boycott of Innocent, including high-profile anti-transgender activist Graham Linehan, the creator of hit TV comedies Father Ted, The IT Crowd and Black Books.
Boycott Innocent. They support hurting kids. https://t.co/Sw8imthpEv
— Graham Linehan (@Glinner) May 30, 2023
Innocent was quick to react, deleting the entire thread in order to hide a number of aggressive replies that contained strong language or could be considered threatening. It posted another graphic, reading ‘We’ve deleted a tweet’. It also hid multiple tweets from users who were attempting to reveal screenshots of the original post.
A note from us. pic.twitter.com/ZIdxRRE7IW
— innocent drinks (@innocent) May 30, 2023
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Responses were varied; some pointed out the hypocrisy of collaborating with the controversial charity; others were angry that the brand had shown any support for LGTBQ+ issues. Others pointed out that the brand’s initial support of the trans community now seemed conditional as it had deleted the post so swiftly, accusing the brand of ‘giving in’ to anti-trans campaigners.
Iconic drag queen and RuPaul Drag Race UK contestant Davina de Campo tweeted: ‘Performative allyship is not allyship. Either stand with us or don’t bother.’
Another twitter user commented: “Let me get this straight, your problem wasn’t supporting a charity that actively harms kids and has been surrounded in controversy and safe guarding issues… your problem was people pointing it out… which doesn’t align with your values?”
This isn’t the first time a company has received backlash after an initially well-intentioned LGBTQ+ campaign has gone wrong, with one user commenting: “You’ve just experienced your Bud Light moment!”
In April Bud Light was engulfed in controversy following a mixed response to its reactive reversal of the beer company’s promotional partnership with trans influencer Dylan Mulvaney.
1 Comment. Leave new
Crikey, once the Twitterati take hold of something, you can be damned if you do and …well you know how it goes. Dam place/company should be defunct as it basically gives a platform for those who shout loudest. Not a recipe for decent conduct.