Trinidad and Tobago’s Sunshine Snacks has signed Jamaican dancehall artiste and social media snarl creators Shenseea and her eight-three hundred and sixty five days-extinct son Rajeiro “Raj” Lee as label ambassadors for the neatly-liked snacks.
On the assorted hand, some are criticising Linked Brands, the parent company of Sunshine Snacks, for deciding on Shenseea, announcing her songs bag her spoiled to promote the logo to adolescents.
Sunshine Snacks, launched in 1977, made the announcement at the AC Resort Kingston in Jamaica on September 25.
The mom-son duo, who boasts a collective shut to eight million Instagram followers, will turn out to be the face of the logo no longer most productive in their dwelling country but furthermore Barbados, Guyana and TT.
Speaking at the media launch, Shenseea stated she considered this as an legitimate collaboration, as she recalled the logo being a segment of her childhood.
“Sunshine Snacks has been right here giving us the unprecedented give a enhance to of their products over time. I, too, grew up on their products.
“I’m looking ahead to doing so mighty work with you guys because this is furthermore an legitimate partnership. Coupled with the indisputable truth that I furthermore grew up on it, it will most productive be steady for me to allow you to push your label because I comprehend it and I’m in a position to characterize you to the fullest.”
The partnership kicked off at an event titled Shenseea’s Birthday Competition, hosted on September 27.
The worldwide recording artiste has represented brands including Carib Brewery, Telecom, Order, Pepsi-Cola and others.
This is furthermore no longer Lee’s first foray into the logo ambassador characteristic. He has furthermore been an influencer for the neatly-liked local gentle drink label Pudgy for the leisure four years.
While many Sunshine Snacks followers absorb expressed their give a enhance to for the collaboration, some were severe of her being the logo’s selection.
Commentators opined Shenseea is an unsuitable decide to characterize a adolescents’s company and absorb accused her of promoting promiscuity in her song.
Some Instagram comments consist of: “It is far a the truth is hypocritical company that promotes adolescents snacks. Sponsoring an artiste that promotes having plenty of companions as a female at the identical time.”
“Isn’t this marketed in direction of adolescents? Wasn’t there any person extra wholesome?”
Activist Umar Abdullah, leader of the First Wave Movement, stated on October 3 he used to be “deeply appalled” by Sunshine Snacks’ selection of Shenseea and her son.
“This reckless endorsement demonstrates an alarming lack of correct, ethical, and family values that must blueprint the muse of any first rate company.”
He decried Shenseea’s songs and image as “hypersexualised.”
“The hit tune Foreplay by Shenseea, in explicit, promotes harmful ideas that have not any plot in a product centered at adolescents. Lyrics equivalent to ‘Me nah jog lie to yuh, mi afi uncover yuh, mi fancy it when yuh finger meh’ are beautiful and unsuitable, signaling a catastrophic failure in judgment from those accountable for this decision,” Abdullah stated in an announcement.
Newsday contacted Linked Brands and an reliable stated an announcement would possibly perchance be made, but this hadn’t happened up to newsletter time.
Linked Brands Crew CEO Nicholas Lok Jack described the partnership as “a wedding” when he spoke at the Jamaica launch in September.
“We’re going to also no longer constantly stumble on observe to observe, but we are committed to creating it work. Our goal is to disclose the Caribbean to the sphere, and we’ll attain no topic we are in a position to to bag that happen,” Lok Jack stated.
With reporting by Kristen-Le Chelle Winchester
