Dunkin Donuts under fire for ‘racist’ black face ad in Thailand

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Just when we thought we had seen it all, Dunkin’ Donuts releases a bizarre ad to promote their “Charcoal Donut.” The popular American franchise launched the new campaign in Thailand early August, showcasing a woman covered in black face makeup, bright pink lips, and a smug grin. In her hand, she holds a charcoal colored doughnut.

The ad is accompanied with the slogan “Break every rule of deliciousness” at the bottom of the photo.


According to reports, Human Rights Watch states that the ad campaign is highly reminiscent of 19th and early 20th century stereotypes of blacks. “Blackface” was a form of theatrical makeup used to create a stereotyped caricature of an African American for entertainment.

And you’ll be getting no apology from Dunkin’ Donuts.


Nadim Salhani, the CEO for Dunkin’ Donuts in Thailand, responded saying: “We’re not allowed to use black to promote our doughnuts? I don’t get it. What’s the big fuss? What if the product was white and I painted someone white, would that be racist?”

“Not everybody in the world is paranoid about racism. I’m sorry, but this is a marketing campaign, and it’s working very well for us,” Salhani continued.

While we understand that the Thailand franchise has no tie to the United States franchise, we can only imagine the controversy it may have caused if the campaign were to have run in America.

Click to continue for more pics of the controversial Dunkin’ Donuts campaign ad here. – ruthie hawkins/@ruubabie

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