The Christian Association of Nigeria has expressed its displeasure at a recent advert by FrieslandCampina WAMCO Nigeria PLC, makers of Peak Milk, which used the crucifixion of Jesus Christ as a metaphor to promote their product on Good Friday.
The advert displays a battered and pierced tin of milk with its content spilled on its body and a nail placed beside it. It also has the caption: “Bruised and Pierced for us. #GoodFriday”.
But CAN in a statement signed by its General Secretary, Barrister Joseph Daramola described the advert as insensitive, offensive, and totally unacceptable.
According to CAN, “Good Friday is a solemn day for Christians all over the world, a day we commemorate the death of our Lord and Saviour Jesus Christ, who was crucified on the cross for our sins. It is not a day to be used for crass commercial purposes.
The action of FrieslandCampina WAMCO Nigeria PLC according to CAN is not only disrespectful to the Christian faith but also an affront to the millions of Christians in Nigeria and beyond.
“We are deeply disappointed that a company of such repute would stoop so low to exploit the religious sentiments of its customers for profit.” the statement reads in part
While threatening it will call for a boycott of the company’s product by its members, it called on the company to apologize to the Christian community and withdraw the offensive advert immediately.
The statement notes further, “We recall a similar incident when Sterling Bank Plc. used crucifixion imagery to promote their product. We condemned it then, and we condemn it now. We, therefore, urge all companies and organizations to be mindful of the religious and cultural sensitivities of their customers when promoting their products. We will not tolerate any attempt to trivialize or disrespect our faith. Be warned!