Numerous companies have rejected offers to link with Australia’s federal coalition after discovering that the party intended to use their brands to promote a message of whiteness.
Companies selling products as diverse as toothpaste, electronics, food, cosmetics and laundry powder received offers of brand partnerships from the Liberal National Party (LNP) and other parties, but quickly and adamantly rejected them on ethical grounds.
Companies such as Buttercup, Civant, Skin Doctor, Colgate, Oral B, Harvey Norman and Persil were approached, but quickly and emphatically declined the offer.
The LNP approached a number of companies in the cosmetics industry whose products promise to whiten a user’s skin.
“Many of our members received an offer to team up with the federal coalition,” read a statement from the cosmetics industry.
“The LNP wanted to align themselves with products such as Meladerm, White Lucent cream and Skin Doctor Whitening Cream, all of which promise optimal whitening of a user’s skin. The coalition were desparate to associate themselves with products which could make the Australian population whiter.”
“Our industry emphatically declined the offer and asked the coalition to never contact us in the future.”
White Thick, Mighty Soft
Buttercup claims the company was approached by the Prime Minister himself. Scott Morrison was reportedly excited to create a marketing campaign around the bread called White Thick.
“Mr Morrison sought a brand affiliation with the White Thick loaf,” explained Buttercup.
“He said it created positive associations with whiteness, and that the word Thick describes their intellectual approach to government, as well as the physical stature of Craig Kelly and George Christensen, and close ally Clive Palmer.”
The PM apparently also liked the phrase Mighty Soft because it reflects the LNP’s acquiescence to Rupert Murdoch and the fossil fuel industry, and their fear of the extreme right wing voters they work so hard to appease.
Morrison also made overtures to companies such as Harvey Norman, Bing Lee and The Good Guys, because they sell white goods.
While Gerry Harvey is said to have shown some interest, the directors of Bing Lee and The Good Guys swiftly declined the offer.
“We were amazed the PM would make such an offer to a company named after a Chinese-Australian family, but then Mr Morrison told us he always thought Bing Lee was named after a former Aussie fast bowler. When he recovered from his shock, he told us the party was very interested in companies who were able to merge the words ‘White’ and ‘Good’ – he thought that was quite clever.”
Another white goods retailer told the LNP,
“No. You’re not the good guys!”
Laundry company Persil also attracted the attention of the current ruling party.
“The LNP were very keen to adopt our famous slogan “Whiter than White” because they said it embodies their core ideology and their vision for Australia. We rejected their offer because we simply produce laundry detergent and that has nothing to do with race or politics.”
Separate whites and colours
Many more laundry brands have since come forward with reports of overtures from the LNP, as well as other fringe parties and candidates such as Pauline Hanson’s One Nation party.
“Essentially they were excited by the habit of separating whites from colours, and they said this is a practice they would like to see adopted in Australian society in general. They claimed that mixing whites and colours forces colours to leak and stain the whites, therefore ruining the white ones forever.”
“We reminded the party representatives that separating whites and colours in broader society is the definition of apartheid – and they reacted with horror at the use of that word, claiming that the Australian government has never used that word to describe its policies. They didn’t deny the existence of apartheid in Australia, just the word itself.”
“Semantics aside, our industry made it very clear to Mr Morrison and his colleagues that this is a marketing strategy we would never endorse.”
Whiter smiles are something the LNP would also like to see, not just within its own membership, but in Australian society in general, according to the oral care industry.
Companies such as Oral B and Colgate Palmolive were contacted on the basis that their products keep things white, and that whiteness represents the epitome of teeth. The oral care industry was also swift in rejecting the branding offer and sternly rejected any associations with the undertones of white supremacy within the current Australian government.
“We did, however, remind Mr Morrison of the importance of flossing and brushing daily, especially if he wants to maintain his famous smirk.”