The CEO of Carlton & United Breweries (CUB)'s business division, Danny Celoni, resigned following a public outcry against Great Northern's 'Outdoors for a Cause' campaign. The campaign, intended to raise funds for national park conservation, was criticized by outdoor enthusiasts who feared it would restrict their activities. Despite Great Northern's clarification and a change in donation direction, the backlash led to Celoni's departure.
The chief executive of a major Australian brewing company has announced his resignation following intense backlash against a promotional campaign labeled as 'woke'. Danny Celoni, CEO of Carlton & United Breweries (CUB)'s business division, stepped down this week. His departure comes after a significant public outcry over Great Northern 's 'Outdoors for a Cause' campaign, which aimed to raise funds for the purchase and protection of land for national parks .
The beer brand, known for its marketing targeting outdoor enthusiasts, pledged to match customer donations to the Foundation for National Parks and Wildlife, up to $200,000. However, many consumers expressed concern that the funding would lead to restrictions on activities like shooting, fishing, and off-roading, fearing the conversion of state parks into national parks. This widespread apprehension prompted a boycott threat against the brand, forcing Great Northern to backtrack. The company issued a statement indicating the campaign had been 'reassessed'. An Asahi Beverages spokesperson, CUB's parent company, clarified that Celoni had informed them of his intention to leave late last year, prior to the controversy surrounding the 'Outdoors for a Cause' campaign. Celoni will remain with the business until June, ensuring a smooth transition process. Asahi CEO Amanda Sellers praised Celoni as an 'incredibly respected CEO and industry leader', acknowledging his decision. Asahi Beverages emphasized Celoni's significant contributions during his tenure, including the development of their leading alcohol innovation pipeline and CUB's consecutive wins as 'Supplier of the Year' at the Australian Drinks Awards. The 'Outdoors for a Cause' campaign was heavily criticized by Facebook group 4wd TV, which accused Great Northern of promoting a 'woke' agenda that would exclude outdoor enthusiasts from forests. The group's post sparked a flurry of comments, with users expressing their disappointment and pledging to switch to alternative brands. However, Great Northern clarified that the donated funds were intended for the conversion of private land into national parks, not state park land. Following the campaign's suspension, Great Northern's marketing head, Zac Gelman, announced that donations would now be directed towards the preservation of endangered species instead of the Foundation for National Parks & Wildlife. Gelman emphasized their commitment to supporting outdoor enthusiasts and preserving their cherished locations.
Consumer Rights Marketing CEO Resignation Backlash Woke Campaign Great Northern Australian Breweries National Parks Conservation Outdoor Enthusiasts
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Great Northern CEO Steps Down After Controversial CampaignDanny Celoni, the chief executive officer of Carlton and United Breweries, has resigned following a backlash against a promotional campaign by Great Northern Brewing Co. The campaign, 'Outdoors For A Cause', sparked anger among consumers who believed it aimed to restrict access to outdoor spaces. Social media was flooded with videos of people boycotting the brand. Celoni's departure is effective June, and the company has denied a link between the controversy and his resignation.
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