Boy, I must really be turning into a Scrooge, prior to his ghostly visitors. But somehow this Kiehl's ad really gets to me…in a negative way. It reminds me of the classic National Lampoon magazine cover above, but without any implied humor.
What kind of guilt is Kiehl’s attempting to place on the readers of the ad? They are saying that if you do not buy this product, you will be killing a child. Literally!
And then to further show the depth of their commitment, they are promising to donate all the net profits. But only up to $200,000. Yes, I know that it is better than doing nothing, and is a decent amount. But of course it then sounds as if any child who does not make the monetary cut-off will face a very bleak and brief future. And a spokesperson was quoted in the article as taking issue with a suggestion that a donation of up to $200,000 was not a substantial sum for a company like hers. “For Kiehl’s, it’s not a rounding error,” she said. “It’s a significant contribution.” Well, I am glad someone did raise the issue.
I know I am in the minority, and a great case can be made for how charitable and benevolent Kiehl’s actions are. But I am offended by the implication that if I don’t make a purchase, any disaster will personally be my fault for not helping to keep a child alive.
Comments, agreeing or not, are, as usual, welcome.