Yeo’s commemorative packaging draws accusations of “disrespect” in Singapore

(Image credit: Yeo’s Facebook).

18 Sep 2023 --- Asian F&B company Yeo’s has received criticism online for its special edition packaging of its Chrysanthemum Tea drink to commemorate the late Lee Kuan Yew’s centenary of birth. Using an image of Singapore’s founding prime minister on the drink packet has drawn anger from consumers who deem the move “inappropriate and disrespectful.”

Yeo’s deviated from its traditional brand identity in the design of the commemorative packaging. Instead of the familiar bright yellow and red colors, the packaging of the limited-edition packs features a green hue, symbolizing the late prime minister’s visionary efforts in shaping Singapore into a green and sustainable city.

The company also downsized and repositioned its logo, moving it from the center to the bottom of the packaging.

Yeo’s chief executive, Ong Yuh Hwang, told The Straits Times that the company partnered with various organizations to distribute the commemorative packs within educational settings. None of the 500,000 limited-edition packs are available for sale.

These partnerships extend to renowned institutions such as Gardens by the Bay, the National Museum of Singapore, the Children’s Museum of Singapore, the National Parks Board, army camps, Safra clubs and schools. This approach ensures that the commemorative packaging honors Lee’s legacy and serves as a valuable educational tool for future generations, reinforcing the lessons he imparted.

But, users online questioned the practicality of keeping the pack as a souvenir and suggested that a notice advising respectful disposal might have been more appropriate.

“Respectful” packaging guidelines
According to local media reports, Singapore’s Ministry of Culture, Community and Youth (MCCY) confirmed that Yeo’s had consulted the ministry on its initiative to ensure it aligned with guidelines on using Lee’s name and image.

According to MCCY guidelines on the ministry’s website, the late Prime Minister’s name, image or likeness can be used to identify with the nation, such as in works of art, publications or charitable items. However, given his significance as a historical figure, it “should be accorded dignity and respect.”

It is inappropriate for individuals or private organizations to use it for commercial or publicity purposes or to imply official endorsement of products or services. All such uses should adhere to applicable laws, including intellectual property regulations, asserts MCCY.

The use of deceased prominent figures for marketing is called necro-advertising. A 2019 study titled “An Ethical Perspective on Necro-Advertising: The Moderating Effect of Brand Equity” examined consumers’ ethical judgments about necro-advertising practices.

“While necro-advertising may have a negative impact on the perceived ethicality of low-equity brands, disclosing a statement about a contractual engagement with the deceased celebrity’s estate can mitigate this negative effect by providing an unequivocal signal that the brand is acting ethically,” states the study.

“The results of two experimental studies show that a low-equity brand is more likely to be perceived as unethical when using necro-advertising since consumers have limited knowledge about these brands. Conversely, our findings confirm how a high level of equity prevents the aforementioned adverse effects since these brands’ assets send a credible signal about their capability to get approval from a deceased celebrity’s estate for the use of its image.”

Edited by Radhika Sikaria

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