Clorox Sorry After Emoji Gaffe

'Where's the bleach?' tweet falls flat
By Newser Editors and Wire Services
Posted Apr 12, 2015 11:58 AM CDT
Clorox Sorry After Emoji Gaffe
In this 2011 file photo, Clorox products line the shelf of a supermarket in the East Village neighborhood of Manhattan.   (AP Photo/Mary Altaffer, file)

Clorox has apologized for a social media misstep after it sparked outrage by tweeting "where's the bleach" in reference to last week's introduction of new "emoji" cartoons for iPhones that include several faces of people with black and brown skin. The maker of Clorox bleach and other products says it was attempting a humorous reference to other emojis for objects like toilets and bathtubs that people use bleach to clean. But the corporate Twitter post hit a nerve when news reports and online discussions were focusing on the new collection of racially diverse faces that have been added to the symbols people can use in emails and text messages.

"I didn't think it was malicious, but impact negates intent. This is someone being thoughtless, and really not focused on what was trending that day," said one Twitter user. She joined others in posting her dismay about the Clorox tweet after it spread online last week. Clorox tried to make amends with another tweet: "Wish we could bleach away our last tweet. Didn't mean to offend." The company also apologized in a statement yesterday that added, "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—about having an emoji shaped like a bleach bottle to represent doing laundry or cleaning—but it fell flat." (Read more Clorox stories.)

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