Dunkin Donuts came under fire for using a blackface in their latest ad in Thailand to promote a chocolate donut, the Associated Press reports
The franchise rolled out the campaign for its "charcoal donut" in early August, depicting a woman covered in black make-up while smiling and holding a donut. "Break every rule of deliciousness," the slogan read.
It didn't take long for the U.S. office to issue a formal apology about the photo after the Human Rights Watch called the advertisements "bizarre and racist."
"We are working with our Thailand franchisee to immediately pull the ad. DD recognizes the insensitivity of this spot," a statement read.
However, Thailand's CEO Nadim Salhani tells the AP that "it's paranoid American thinking."
"We're not allowed to use black to promote our doughnuts? I don't get it," said Salhani, whose teenage daughter is the model in the ad. "What's the big fuss? What if the product was white and I painted someone white, would that be racist?," he said.
"Not everybody in the world is paranoid about racism," Salhani continued, noting that sales have increased by 50 percent since the campaign began. "I'm sorry, but this is a marketing campaign, and it's working very well for us."
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