‘Don’t be a dick. Vote yes’ urges vodka brand supporting same sex marriage

Vodka brand 42 Below has urged its Facebook followers to “drink it straight… or gay, don’t be a dick. Vote yes’ in a post that attracted over a thousand comments.

The brand did however apologise to a commenter with the surname of Dick, saying: “Sorry, looks like you might be collateral damage here. You keep being you”.

Facebook followers largely supported the brand’s advocacy for marriage equality with users commenting “I’ll be buying 42 Below vodka exclusively from now on! You have my vote!!” and “OMG does your marketing team have space for another Brand Manager”.

However, some users disagreed with the brands use of “dick” claiming it to be “disrespectful”.

“If this said ‘don’t be a dick, vote No’ there would be outrage. No need to be disrespectful to another person based on how they decide to vote in a postal poll. Especially when it’s to promote your own product. It’s ok to tell people how you are voting and even encourage them to do the same. It’s not OK to call people- anyone- a dick,” one user commented.

Responding to the comment another user suggested 42 Below change the word “dick” to “proper muppet”, resulting in the company re-doing the ad.

42 Below managed 23,000 likes and over 1,040 comments for the post, sparking a humorous comment thread which the vodka brand was actively engaged in.

The unfortunately named Mr Dick wasn’t unhappy about this name being mentioned in the post, saying: “I’m a Dick and I’ll be voting yes.”



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