Chapter 17. Queer eye for the spending guy
Mars aired a commercial during the 2007 Super Bowl that stirred up a lot of controversy. Eventually, the company agreed to stop airing the ad after organizations such as the Gay and Lesbian Alliance against Defamation protested. The ad shows two mechanics eating from opposite ends of a Snickers candy bar until their lips touch. Shocked and dismayed by this linkup, they rip out their chest hair in a desperate attempt to “do something manly.”
Mars probably managed to insult more consumers than the company realizes. The proportion of the population that is gay or lesbian is difficult to determine, and efforts to measure this group have been controversial. The respected research company Yankelovich Partners ...
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