Clorox recently learned a hard lesson on reviewing its posts before sending them through its social media steam.
The long-awaited release of Apple’s new iOS 8.3 update last week included 300 new emojis including Black and Brown skin tones. But it was a Clorox tweet that peaked the public’s interest when the company wrote, “New emojis are alright but where’s the bleach.”
Not finding the tweet humorous at all, several people took to Twitter and blasted the company for what they believed to be a racially insensitive and offensive comment. Some Twitter users inferred that the tweet was a call for bleaching the new emoji skin tones to make them lighter.
Following the outrage from the Twitter-verse, Clorox immediately took down the tweet and tweeted an apology.
“Wish we could bleach away our last tweet. Didn’t mean to offend—it was meant to be about all the emojis that could use a cleanup,” the company wrote.
Clorox also issued an apology in a press release, reaffirming that the tweet was never intended to offend anyone.
“We apologize to the many people who thought our tweet about the new emojis was insensitive,” the company wrote. “It was never our intention to offend. We did not mean for this to be taken as a specific reference to the diversity emojis—but we should have been more aware of the news around this. The tweet was meant to be light-hearted but it fell flat.”