The Unilever Company in Israel appears will be next to feel the brunt of a chareidi community boycott after engaging in a major to’eva add campaign seeking to attract the nation’s youth.
Ironically, what sparked the fury is an article appearing in the secular The Marker, which expressed surprised over the poor taste exhibited by Unilever, expressing disapproval from the secular community as well.
Rav Motka Blau of the Mishmeres HaKodesh told Kol Chai Radio on Monday night that the rabbis are studying the situation and appropriate action would be taken.
Unilever, unlike most other brand names in Israel, does not seek to promote its name in Israel. Many of the firm’s products are found in chareidi homes, including Telma, B & B products, Clik chocolate products, BluBand, Vered HaGalil, Klean detergent and much more. As such, most shoppers are unaware they are purchasing Unilever products, perhaps permitting the ad campaign to move ahead without most shoppers making the connection.
According to one marketing study, in 2007, Unilever ranked number two in the chareidi sector, indicating a nationwide chareidi boycott as was seen against Shefa Shuk and others will indeed have an impact on the company.
Unilever has not issued a statement on the report.
(Yechiel Spira – YWN Israel)