Three people sitting in the sun and having a barbecue. In front of it the text: “Shall we celebrate the first sunburn?”. This can be seen in the new Aligro commercial. The message behind it should be that the wholesaler’s products are so good that festivals are invented.
The Cancer League doesn’t think the promotional video is quite as good. When asked by Blick, the non-profit organization explained: “You should celebrate the festivals as they come, but sunburn is definitely not a reason to celebrate.” Around 3,000 people are diagnosed with skin cancer in Switzerland every year. And one of the main causes of this is sunburn.
Ad clicked thousands of times
“The reddening of the skin indicates damage,” explains the Cancer League. And “individual broken cells can develop into cancer cells years later.” The skin of children and young people is particularly sensitive, where sunburn “increases the risk of skin cancer by two to three times”.
The Swiss Cancer League therefore finds it inappropriate to advertise sunburn as a reason for celebration. The ads seem to be working though. The promotional video has already had more than 70,000 views on YouTube. Comments on it have been disabled.
“Not the intention to downplay skin cancer”
Wholesaler Aligro, which operates 14 locations in Switzerland, makes it clear: “Our campaign was only intended to put a smile on people’s faces by depicting a situation that many are familiar with, namely the slight sunburn in early summer.”
It was “not intended to play down skin cancer or preventive measures”. Nevertheless, the company explains: “We apologize if this was misunderstood and will take care to avoid such topics in the future.”
Finally, the Cancer League has a message for the Aligro marketing team: “The skin never forgets a single sunburn. Therefore, dear Aligro marketing people: Set up the grill in the shade and rather celebrate the sunburns you have avoided …»
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