Glenlivet removed an advertisement dedicated to Women's Month from publication, which featured actress Dineo Langoo. This occurred amid widespread negative reaction due to the use of the legacy of the 1956 Women's March and images of iconic figures in the fight for liberation to promote the whisky.
In the campaign, which was subsequently deleted, Langoo appeared in various settings where portraits of figures such as Winnie Madikizela-Mandela, Lillian Ngoyi, and Sophie Williams-De Bruyn were displayed, holding a glass of Glenlivet. The advertisement also referenced the historical march and the slogan 'Wathint’ abafazi, wathint’ imbokodo' (Hitting a woman, hitting a rock).
This commercial video sparked massive criticism on social media, as users questioned the decision to link women's resistance against apartheid with alcohol. Furthermore, political figures and government representatives drew attention to the situation.
In response to the wave of condemnation, the brand issued an apology and removed the relevant post. The company stated: 'Glenlivet unequivocally apologizes for the recent influencer post that referenced the legacy of the 1956 Women's March.' The brand added: 'We acknowledge the offense caused and have deleted the post.' It also announced that it is investigating how this post was 'conceptualized and approved.'
Dineo Langoo separately offered her apologies, noting: 'I am sorry for the harm I caused. I understand the seriousness of this mistake and will be more careful in the future.'
The Minister in the President for Women, Youth, and Persons with Disabilities, Sindisiwe Chikunga, stated that the campaign diminishes the historical and ongoing struggle of South African women for freedom, equality, dignity, and justice. Chikunga emphasized that 'the struggle of the women of 1956 cannot and should not be reduced to a marketing gimmick.'
She expressed particular concern over the use of the historical struggle to sell alcohol, given the social consequences. The Minister noted that 'alcohol abuse and harmful consumption are among the factors that can exacerbate gender-based violence and femicide (GBVF), family instability, child neglect, interpersonal violence, and other forms of social harm.'
Chikunga concluded that the courage of the women of 1956 cannot be celebrated while simultaneously commercializing and trivializing their struggle.
Additionally, the ANC criticized the campaign, asserting that the women of 1956 'were not cultural props or marketing symbols,' and that their 'legacy and sacrifices are not marketing attributes.' The party stated that 'their contribution cannot be reduced to a visual association or branding opportunity; it represents a deep national heritage built on courage, sacrifice, and resistance.' The ANC also highlighted the history of alcohol as a tool of exploitation and control during colonialism and apartheid, including the pass system.