A Colombian brand is being questioned on social media after a screenshot of a post began circulating in which it allegedly used the earthquake that struck the country as part of an advertisement.
The brand in question is Dolce D’Amore, which sells pajamas and sleepwear.
The image circulating shows two women: one represents, according to the advertisement, an “ugly” way of dressing, while the other appears wearing the brand’s products and is presented as the “pretty” alternative.
The message accompanying the post referred to “the importance of sleeping pretty”, something that sparked outrage among users who considered it completely inappropriate to use a tragedy of this magnitude to promote products.
“How can they turn such a delicate situation into marketing?”, one person questioned.
Another comment summed up the feelings of many users: “What is wrong with you? Have some empathy, for God’s sake!”.
The original TikTok post has already been removed, but the screenshot continues to circulate, and users are sharing it in the comments on other posts related to the tragedy.
The controversy once again opens up a discussion that arises every time a disaster occurs: how far can brands go to take advantage of a viral topic?
For many, there are times when it is simply not appropriate to try to sell.
And an earthquake that has left a huge number of victims and affected families seems to be, for them, one of those limits.