New York-based frozen yogurt chain 16 Handles on Thursday apologized for a marketing gaffe of its own this week when in an email blast it encouraged customers to, “Grab ‘em by the fro-yo.”
The marketing blast was a reference to an infamous video in which Republican presidential candidate Donald Trump is recorded saying he makes sexual advances on women without their initial consent.
“The 16 Handles team deeply regrets any unintended harm our recent e-blast has caused,” the company said in an email Thursday.
“We do not endorse any presidential candidates, nor their statements or actions. In an attempt to facetiously reference pop culture, we made a callous mistake. We apologize for the offense we have caused, and we would like to remind our customers that we oppose all forms of sexual abuse and harassment.”
The apology came the day after the company’s email blast, which included the subject line “We’re making fro-yo great again.”
Customers quickly took the company to task on social media.
.@16Handles not okay pic.twitter.com/xNgwab347D
— Patrick Hosken (@patrickhosken) October 20, 2016
Why marketing should never mix with politics. Big miss by @16Handles.
— Mikky J Wright (@mikkyjwright) October 20, 2016
Will anyone be fired for this? Naw. They'll blame it on an intern. pic.twitter.com/QdmithnTEu
The company itself also apologized on Twitter.
We are deeply apologetic, and we will do better. pic.twitter.com/mKL0EuPzdu
— 16 Handles (@16Handles) October 19, 2016
16 Handles is based in New York and has 40 locations throughout the Northeast.
Contact Jonathan Maze at [email protected]
Follow him on Twitter at @jonathanmaze
