An inelegant tweet about President Obama’s deceased grandmother during last night’s debate has KitchenAid – which is usually better known for its mixers and blenders – backpedaling hard.
The message, which was posted to the home appliance company’s Twitter profile as Obama sparred with Republican rival Mitt Romney, has since been deleted.
But according to the legions of retweets, the note referred to Obama’s maternal grandmother, Madelyn Dunham, who passed away in November 2008.
Since then, the tweet has sparked debate among customers. Cynthia Soledad, the senior director of KitchenAid’s brand and marketing division, took to the social media site to apologize. See the full, ugly progression below.
But first, a reminder that KitchenAid is far from alone in the world of crass corporate tweets.
Microsoft apologized last year after sending out a tweet asking Amy Winehouse fans to remember the deceased singer by downloading her tunes from its online Zune store. And in July, after a gunman rampaged through a movie theater in Aurora, Colo., online retailer Celeb Boutique had to backtrack after suggesting in a tweet that its Aurora dress was causing the term to trend on Twitter.
[View the story "KitchenAid's presidential debate controversy" on Storify]
Storified by · Thu, Oct 04 2012 07:55:28
Just one of a horde of retweets of KitchenAid's original message.
When appliance brands go political RT @KitchenAidUSA : "Obamas gma even knew it was going 2 b bad! 'She died 3 days b4 he became president"Dan Ewen
And KitchenAid's response after deleting the tweet.
Hello, everyone. My name is Cynthia Soledad, and I am the head of the KitchenAid brand.KitchenAid
Deepest apologies for an irresponsible tweet that is in no way a representation of the brand's opinion. #nbcpoliticsKitchenAid
I would like to personally apologize to President @BarackObama, his family and everyone on Twitter for the offensive tweet sent earlier.KitchenAid
It was carelessly sent in error by a member of our Twitter team who, needless to say, won't be tweeting for us anymore.KitchenAid
That said, I take full responsibility for my team. Thank you for hearing me out.KitchenAid
Customers and commentators went to town. Some railed against the company and vowed a boycott.
Their social media manager was fired. I know it. Still, my desire for a KitchenAid kitchen has decreased.Plain Jane ^_^
No more KitchenAid for this householdDean R.
Time to replace my Kitchenaid mixer with a less offensive brand.salzberg
But many Tweeters said the company should be commended for owning up to the mistake. Others said the controversy should remain a sideshow in Wednesday night's political theater.
@kitchenaid had a tweet incident that MANY companies have had. Shout out to the bigwigs for owning up & apologizing on behalf of the brand.Vanessa Smith
I'm not boycotting KitchenAid for one person's stupid mistake. Now if you tell me they contribute $ to racist orgs...Nichole
Get off Kitchenaid's back. Most of you who were too cool for the debate are having a field day with this. Let's keep our eye on the ball.Jess Luther
Comments are filtered for language and registration is required. The Times makes no guarantee of comments' factual accuracy. Readers may report inappropriate comments by clicking the Report Abuse link next to a comment. Here are the full legal terms you agree to by using this comment form.
The message, which was posted to the home appliance company’s Twitter profile as Obama sparred with Republican rival Mitt Romney, has since been deleted.
But according to the legions of retweets, the note referred to Obama’s maternal grandmother, Madelyn Dunham, who passed away in November 2008.
Since then, the tweet has sparked debate among customers. Cynthia Soledad, the senior director of KitchenAid’s brand and marketing division, took to the social media site to apologize. See the full, ugly progression below.
But first, a reminder that KitchenAid is far from alone in the world of crass corporate tweets.
Microsoft apologized last year after sending out a tweet asking Amy Winehouse fans to remember the deceased singer by downloading her tunes from its online Zune store. And in July, after a gunman rampaged through a movie theater in Aurora, Colo., online retailer Celeb Boutique had to backtrack after suggesting in a tweet that its Aurora dress was causing the term to trend on Twitter.
[View the story "KitchenAid's presidential debate controversy" on Storify]
Storified by · Thu, Oct 04 2012 07:55:28
Just one of a horde of retweets of KitchenAid's original message.
When appliance brands go political RT @KitchenAidUSA : "Obamas gma even knew it was going 2 b bad! 'She died 3 days b4 he became president"Dan Ewen
And KitchenAid's response after deleting the tweet.
Hello, everyone. My name is Cynthia Soledad, and I am the head of the KitchenAid brand.KitchenAid
Deepest apologies for an irresponsible tweet that is in no way a representation of the brand's opinion. #nbcpoliticsKitchenAid
I would like to personally apologize to President @BarackObama, his family and everyone on Twitter for the offensive tweet sent earlier.KitchenAid
It was carelessly sent in error by a member of our Twitter team who, needless to say, won't be tweeting for us anymore.KitchenAid
That said, I take full responsibility for my team. Thank you for hearing me out.KitchenAid
Customers and commentators went to town. Some railed against the company and vowed a boycott.
Their social media manager was fired. I know it. Still, my desire for a KitchenAid kitchen has decreased.Plain Jane ^_^
No more KitchenAid for this householdDean R.
Time to replace my Kitchenaid mixer with a less offensive brand.salzberg
But many Tweeters said the company should be commended for owning up to the mistake. Others said the controversy should remain a sideshow in Wednesday night's political theater.
@kitchenaid had a tweet incident that MANY companies have had. Shout out to the bigwigs for owning up & apologizing on behalf of the brand.Vanessa Smith
I'm not boycotting KitchenAid for one person's stupid mistake. Now if you tell me they contribute $ to racist orgs...Nichole
Get off Kitchenaid's back. Most of you who were too cool for the debate are having a field day with this. Let's keep our eye on the ball.Jess Luther
Comments are filtered for language and registration is required. The Times makes no guarantee of comments' factual accuracy. Readers may report inappropriate comments by clicking the Report Abuse link next to a comment. Here are the full legal terms you agree to by using this comment form.