Retailer Gap (and if you’re old like me you still call it The Gap) posted this on social media what they thought was a ‘heal the world’ hoodie just in time for election day.They announced the product with a tweet reading “The one thing we know, is that together, we can move forward” followed by a red heart and a blue heart.
Gap had already started a ‘come together’ effort in September, with the introduction of this ad which recalls their usual holiday offerings.. And who can’t convince themselves to buy a new hoodie (although this one isn’t for sale, anywhere)? And isn’t it a good idea for brands to step up during these stressful times to get us all to, um, come together?
Well, not according to Twitter, where Gap was ridiculed for a tone-deaf campaign. According to People magazine, Chrissy Teagan tweeted that “we can all walk sideways depending on what city we’re in.”
People reports that a spokesperson from the Gap told them:
“From the start we have been a brand that bridges the gap between individuals, cultures and generations. The intention of our social media post, that featured a red and blue hoodie, was to show the power of unity. It was just too soon for this message. We remain optimistic that our country will come together to drive positive change for all.”
Maybe this would work in a few weeks. Maybe at inauguration time. But when things are so stressful? Not so much.