In a move that has stirred significant controversy and debate, Doritos, a snack brand under the umbrella of the American food behemoth Pepsico, has terminated its collaboration with transgender influencer Samantha Hudson. This decision comes in the wake of a tumultuous backlash due to Hudson’s past social media posts, which have been criticized for content related to violence and inappropriate remarks about children. Hudson, a prominent figure in the Spanish entertainment industry with a following of approximately 370,000 on Instagram, had her tweets from around 2015 come under scrutiny. These posts included disparaging comments about rape victims and unsettling fantasies about minors.
A Campaign Cut Short
Doritos Spain launched an advertising campaign featuring Hudson, intending to leverage her popularity and activism. However, the endeavor was short-lived. Following the resurfacing of Hudson’s controversial tweets, Doritos quickly distanced itself, emphasizing its condemnation of any form of violence or sexism. “After the campaign started, we were made aware of Samantha’s deleted tweets from around 2015,” Doritos stated, underlining their stance against promoting any content that could be construed as endorsing harmful behavior. Despite Hudson’s apology and dismissal of her past posts as misguided attempts at dark humor, the damage to the brand’s image prompted a swift retraction of the campaign.
Boycott and Backlash
The revelation and subsequent termination of Hudson’s campaign sponsorship have ignited a firestorm of reactions, predominantly from right-wing circles in the United States, who have called for a boycott of Doritos. Notably, the campaign against Doritos has mirrored previous boycotts directed at brands like Bud Light for their association with transgender personalities in their marketing efforts. Critics, including prominent figures such as Jenna Ellis of Donald Trump’s 2020 campaign legal team, have expressed their disgust openly, pushing for a widespread rejection of Doritos products. In Spain, the response was more muted, though still significant, with political analysts and conservative voices expressing their disapproval and linking the purchase of Pepsi products to supporting figures like Hudson.
The Wider Implications
This incident sheds light on the broader discourse surrounding brand endorsements and the representation of LGBTQ individuals in advertising. The backlash Doritos faced, akin to the Bud Light boycott, underscores the volatile intersection of commerce, politics, and social values. As companies navigate these treacherous waters, the challenges of embracing diversity while managing public perception become increasingly complex. This scenario not only reflects the shifting dynamics of brand-consumer relationships but also highlights the ongoing struggle for LGBTQ visibility and acceptance in mainstream media.