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When A Brand Does Well Even When It’s Called ‘Racist’

A tweet by Chance the Rapper, shown at the 2017 BET Awards, slamming a racist ad may have illustrated the old adage: “All press is good press.”

Frederick M. Brown/Getty Images

Warning: This post contains language that some people may find offensive.

“I think companies are purposely putting out noticeably racist ads so they can get more views,” Chance the Rapper posted on Twitter after seeing a recent ad for light beer.

In it, as reggae music plays, a light-skinned bartender slides a bottle across the bar, past three black people (one playing a guitar), to a light-skinned customer.

It ends with the tagline, “Sometimes, lighter is better.” The company Chance called out, Heineken, has since pulled the spot, globally.

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