Nivea Pulls & Apologizes for 'White is Purity' Ad Campaign [Video]

Pepsi isn’t the only major brand with a controversial ad campaign this week.

Nivea has apologized for a “White is Purity” campaign that outraged some and was praised by racists.

The ad, released in the Middle East,  showed a woman in a white robe along with the slogan and the caption “keep it clean, keep bright. Don’t let anything ruin it, #Invisible.”

Once the white supremacists caught wind of the ad, they began praising it on social media.

“God*mnn right,” said a 4chan commenter next to a picture advocating for killing black people.

The post has since been deleted and Nivea has been apologzing Twitter users accusing them of racism.

“The NIVEA Middle East post was not meant to be offensive. We apologize. It’s been removed. NIVEA values diversity and tolerance,” it said, later admitting that the post was “inappropriate.”

Back in 2001, the ad apologized for and pulled an ad that said “re-civilize yourself” over the picture of a ‘clean-shaven’ Black man in a sweater holding the head of a Black man with an afro.

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