An advertisement for whisky featuring actress Dineo Langa has sparked intense national debate after it utilized the imagery of Winnie Madikizela-Mandela and the historic 1956 Women’s March to promote The Glenlivet. The promotional video was quickly taken down, but not before it was widely shared on social media, prompting strong public reaction.
Details of the Glenlivet advertisement
The 75-second black-and-white clip showcased Langa in a light-hued tailored pantsuit, navigating through spaces adorned with portraits of struggle figures including Winnie Madikizela-Mandela, Lilian Ngoyi, and Sophie Williams-de Bruyn while elegantly holding a glass of whisky. Text on screen referenced the famous rallying cry “Wathint’ abafazi, wathint’ imbokodo” and acknowledged “the great Mama Winnie Mandela,” linking the courage of 1956 marchers to the product being advertised.
ANC responds strongly
The African National Congress was quick to respond, issuing a statement titled ‘Statement on the Use of the Legacy of the 1956 Women’s March in Alcohol Advertising.’ The party expressed that it had “noted with deep concern” the use of images of “some of South Africa’s most revered struggle icons… to promote an alcoholic product.”
The ANC further emphasized that alcohol was historically used as “an instrument of exploitation and control” during apartheid, rendering the campaign “particularly insensitive.” National spokesperson Mahlengi Bhengu-Motsiri emphasized that the legacies and sacrifices of these women “are not marketing props.”
Check out the ANC statement below:
Public apologies follow
Glenlivet SA confirmed that the post had been removed and issued a joint statement:
“The Glenlivet unreservedly apologises for a recent influencer post which drew on the legacy of the 1956 Women’s March… We are investigating how this post was conceptualised and approved to ensure this does not happen again.”
Langa also addressed the situation, stating:
“I am sorry for the harm I have caused. I understand the gravity of this mistake and will be more mindful in future.”
Responses on X varied widely.
QueenSurveyor commented:
“This is the ANC I loved, pity you guys decided to be my oppressor.”
Pholoho_Mpiti was more succinct:
“La bayza! You’ve fumbled the bag here.”
