Woolworths “Jeans Rock” campaign gets Rocked by Criticism.

Woolworths “Jeans Rock” campaign gets Rocked by Criticism.

It all started off yesterday afternoon when I had seen the new Woolworths “Jeans Rock This Winter” campaign showcasing their latest products in conjunction with some of South Africa’s latest talent. One of the girls featured in the ad, Chiano Sky Kruger, is the new kid on the block. I happened to pay attention this ad due to the fact that I knew Chiano from school. If I’m not mistaken she had just started as a grade 8 pupil when I was in grade 10. So the age gap only differs by two. I thought I’d be nice an post a comment on the Woolworths Fan page even though they have been under public scrutiny recently.

Under Fire- 

Let me fill you in a bit. Woolworths is basically the Marks & Spencer’s of South Africa. The retailer and food outlet has been a public favourite for many years due to their quality of both clothing and food. However, in the last couple of years the brand has really slipped and now with the use of social media, consumers are finding a voice they never knew they had. With the many platforms available, such as; Facebook, Twitter and HelloPeter consumers are no longer settling for less than perfect. Which is completely fair, considering the Woolworths standard that everyone was so familiar with has been compromised. They were recently involved in a case with a beverage company called Frankies, whereby Woolworths, had plagiarized their packaging and flavors.

Here you can see the distinct infringement. Needless to say Frankies won their case and Woolworths was feeling the heat. Consumers were refusing to buy from Woolworths based on principle.  

Hot cross buns! Hot cross buns!
One a penny two a penny – Hot cross buns
If you have no daughters, give them to your sons
One a penny two a penny – Hot cross buns

It was not long after Frankies that Woolworths found themselves in Hot Buns, I mean Water! Yesterday on twitter, the Christian community turned on Woolworths in outrage due their improved “Halaal” Hot Cross Bun Recipe. We often see religious holidays being exploited but Woolworths managed to take it to the next level. Easter to Christians is what Pasach is to the Jews. We all have our traditions and as a leading brand, your consumers are ultimately your voice. Your consumers determine your brand. It’ll never matter how big of a giant you are in your particular industry because your consumers determine your rise, including your fall. So with Easter being the annual holiday for Christians, they commemorate the season with a traditional pastry, marked with a cross symbolizes the crucifix. So how could Woolworths ever have thought that making a traditional pastry “Halaal” benefit themselves. It’s only proven to be more of an issue. Hot Cross Buns are what Matzo is to the Jews. You don’t screw with consumers boys & girls, ‘cos they ARE your religion. Without them, who believes in you? Who do you believe in?

The Consumerhood of Criticism-

I mentioned before that I had been quite patriotic toward supporting Chiano Sky and now present in the Jeans Ad. So I cam across this on Facebook and took some interest: So I clicked on the link and began watching. I was expecting more a buzz and was left quite disappointed but nonetheless I congratulated Chiano on her endeavor.  Chiano Sky is the girl with long straight hair- Jessie J looking in black and white. Take a look—-> 

A day after the release I had a Facebook notification, stating someone had liked my post. So I scrolled down just to see what everyone else had been thinking and came across the most amazing comment I have ever seen. Two woman battle it out. But it started off with an unsatisfied consumer and then snowballed. I managed to capture a screengrab of the conversation before Woolworths decided to delete any mention of the negativity. But I came a long and decided to forever immortalize it! *BOOM* Check it out:


30 thoughts on “Woolworths “Jeans Rock” campaign gets Rocked by Criticism.

  1. I am SO fascinated by the Woolworths story. I’m thrilled that you wrote this piece. One of the things I love to examine is the way advertising impacts and reflects cultural memes.

    Some comments and questions:

    Okay, from this advert, what I’m seeing is that Woolworths is selling a lifestyle, not a pair of jeans. Do you know what I don’t like, if anything? I want to see those girls carrying instruments on stage. I want them to look like real musicians.

    (I have a feeling I’m missing something here. Are there celebrities in this advert? Who are they?)

    The Woolworths campaign is especially interesting because J.C. Penney’s in the States is now selling honesty— not goods or services.

    What do you think? Is this any better or worse than the Woolworth’s advert? Is it less threatening because Ellen DeGeneres isn’t acting zexy-zexy?

    I watched as this particular J.C. Penney’s ad debuted during the Academy Awards this year—

  2. Undeniably consider that that you said. Your favourite reason appeared to be at the internet the easiest factor to consider of. I say to you, I definitely get annoyed at the same time as people think about concerns that they just do not realize about. You managed to hit the nail upon the top and outlined out the whole thing without having side-effects , people could take a signal. Will likely be back to get more. Thank you

  3. I don’t even know the way I finished up right here, however I thought this post used to be great. I don’t know who you’re but definitely you are going to a famous blogger in the event you are not already. Cheers!

  4. Thanks , I have recently been searching for information about this topic for a long time and yours is the best I have came upon till now. However, what in regards to the conclusion? Are you positive concerning the source?|What i do not realize is in reality how you are now not actually a lot more neatly-liked than you might be right now. You are so intelligent.

  5. Terrific paintings! This is the kind of information that should be shared across the net. Shame on Google for not positioning this post higher! Come on over and seek advice from my web site . Thank you =)

  6. I just like the helpful information you provide in your articles. I’ll bookmark your weblog and check again here regularly. I am fairly certain I will be informed plenty of new stuff right right here! Best of luck for the next!

  7. That is really attention-grabbing, You are a very skilled blogger. I’ve joined your feed and look ahead to in quest of extra of your excellent post. Additionally, I have shared your site in my social networks

  8. Hey There Kirsty Ballard,
    Speaking of which, I recently wrote an article called:
    Your Small Business Internet Marketing Techniques
    Small business internet marketing techniques consist of more than just

    simple advertising.
    There may have been a time, in the early days of the net, when any online ad could bring in new

    customers and create profits. The internet has matured over the years and

    nor the placement of simple ads isn’t enough to qualify as a marketing campaign.
    You can read the rest of this article at:

    Kind Regards
    Renata Rimkute
    Great Job!
    Small Business Internet Marketing Techniques, Read More
    HERE More About Online Business !

  9. I’m not sure exactly why but this web site is loading incredibly slow for me. Is anyone else having this problem or is it a problem on my end? I’ll check back later on and see if the problem still exists.

  10. Pingback: low vitamin d

  11. thank you for all your efforts that you have put in this. Very interesting info. “Aim at heaven and you will get earth thrown in. Aim at earth and you get neither.” by Clive Staples Lewis.

  12. Wow! This could be one particular of the most helpful blogs We have ever arrive across on this theme about women health. Basically Excellent. I’m also a specialist in this topic therefore I can understand your effort.

  13. I’m really loving the theme/design of your web site. Do you ever run into any internet browser compatibility issues? A small number of my blog visitors have complained about my blog not working correctly in Explorer but looks great in Chrome. Do you have any advice to help fix this problem?

    • Hi there, to be honest I use Chrome for personal use and Firefox for business. I have not had any complaints. Explorer is exceptionally out-of-date and I’m not entirely sure if they’ve updated Explorer to keep up with the online demand. The theme I am currently using on wordpress is called Nuntius but I have modified it and added all my own touches and finishes. Just takes ample time to set up it right and to use what works for you. Build it, and they shall come 😉 Good luck x

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s