Were they drunk when they came up with this?
Sobriety activists were gobsmacked to learn that Tropicana has launched a campaign starring Gabrielle Union, Molly Sims and Jerry O’Connell — encouraging parents to beat holiday stress by hiding alcohol from their families and drinking in secret.
Martha Duke of sobriety support network Recovering Out Loud told us, “The two biggest red flags someone has an alcohol problem is hiding the consumption from others, and relying on alcohol to get through the day.”
The juice company has given celebs and influencers special booze-filled refrigerators that are disguised as laundry hampers and tool boxes — the idea being that they can sneak away to have a quiet moment alone and mix a mimosa.
“At a time when alcohol consumption by women is up at dangerously high rates, it is irresponsible for a company or celebrity to put their stamp of approval on what [could] essentially [be] the beginning of alcohol dependence,” said Duke. “A woman who is questioning her own relationship with alcohol is less likely to seek help if it is deemed a normal coping mechanism for stress.”
In one ad — posted on Sims’ Instagram account — she explains what she calls her “Mim-moment,” or moment to drink a mimosa. She said, “It’s when you hide in your closet and you pretend like you have a hamper, but it’s actually a minifridge.” She shows the camera her Tropicana-branded fridge stocked with sparkling wine, and says, “It’s amazing. It’s so I can be a better mom. The best mom.” The campaign uses the hashtag #TakeAMimoment.”
Union’s ad shows her sneaking into a bathroom in a robe — presumably in the morning — to mix up a cocktail from ingredients hidden in her vanity.
In O’Connell’s, he slips off to make a drink out of a refrigerator disguised as a tool box.
After Duke and others in the sober community complained about the ads using the hashtag #MarketResponsibly, Tropicana issued an apology.
“We want to apologize to anyone who is disappointed in or offended by our recent campaign,” the Pepsi-owned company wrote on Instagram, “The intent behind it was in no way meant to imply that alcohol is the answer or make light of the struggles of addiction.”
“While we believed we were bringing the #TakeAMimoment program to life in the right way through a message of positivity and balance mixed with a bit of levity – we hear the feedback that for some we’ve missed the mark,” it continued. “Accordingly, we’re ceasing any further activity in support of the campaign. We value the comments and perspectives that have been shared and will use it as a lens for evaluating future campaigns.”
Reps for Tropicana, Union, Sims and O’Connell didn’t get back to us. After we published this story, all three stars appeared to delete the ads from their Instagram accounts.