'Discriminated against for no fault of her own': No personalised Nutella jar for five-year-old girl named Isis
Ferrero Australia refused to give a five-year-old girl a personalised jar of Nutella with her name on it, because her name is Isis,
What's in a name? asked William Shakespeare. Everything, it seems, if you ask the executives at Ferrero Australia. They refused to give a five-year-old girl a personalised jar of Nutella with her name on it, because her name is Isis, reports The Sydney Morning Herald.
In September, Nutella started a promotion called 'Make Me Yours' wherein consumers could personalise a jar of the spread with someone’s name on the label. Isis’ aunt went to a local department store to get five such jars for her niece, but the store manager refused her request due to the similarity of her name to the acronym of the Islamic State terrorist organisation, according to The Sydney Morning Herald.
Ferrero Chief Executive Craig Barker contacted Isis’ mother Heather Taylor the next day to clarify the company’s stand and The Sydney Morning Herald reports that she told him “you are actually making my daughter’s name dirty”.
Taylor took to Facebook to write how upset the entire incident made her, especially since she named her daughter after the Egyptian goddess, long before Islamic State became a household name. "This negative publicity of such a beautiful name needs to stop now," she wrote, according to CBC News. "My five-year-old is already being discriminated against through no fault of her own."
The company said in a statement to The Huffington Post that the application of the terms and conditions has to be consistent and it is “unfortunate” that this means “there have been occasions where a label has not been approved on the basis that it could have been misinterpreted by the broader community or viewed as inappropriate.”
This is not the first time that Nutella’s 'Make Me Yours' campaign has been in the news for all the wrong reasons. When Ferrero started the campaign in Australia, it included an option for the public to visit the website, enter the desired name and see an instant preview of the label, reports Mashable.com. Fans took the chance to put crazy names and poop jokes on the label.
Ferrero has since then ended the campaign.
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