‘Not marketing props’: ANC slams Glenlivet, Dineo Langa ad ‘using Winnie Mandela’s legacy to sell whisky’
The controversy has reignited debate around the commercial use of liberation history in South African advertising.
The Glenlivet South African whisky brand and actress Dineo Langa have faced widespread condemnation for a promotional video released during Women's Month. The 75-second black-and-white video depicted Langa wearing a tailored light-colored suit, holding a glass of Glenlivet whisky, and moving through rooms adorned with portraits of struggle icons Winnie Madikizela-Mandela, Lilian Ngoyi, and Sophie Williams-de Bruyn.
On-screen text referenced Winnie Mandela as "Mama Winnie" alongside the slogan "Wathint' abafazi, wathint' imbokodo," linking the bravery of the 1956 women's march to a toast involving the product. The ad drew significant backlash, with the ANC releasing a statement expressing deep concern and calling for Glenlivet to withdraw the ad, apologize, and explain how it was approved.
Critics argued that the use of the 1956 women's march legacy to promote an alcoholic product was particularly insensitive, given alcohol's historical role as an instrument of exploitation and control under apartheid. The controversy culminated in a joint apology from Glenlivet and Langa, who expressed regret for the harm caused and pledged to be more mindful in the future.
However, political analyst Tessa Dooms criticized the apology, highlighting that the ad involved extensive planning and resources, suggesting that a thorough investigation was unlikely. The incident has reignited discussions surrounding the commercial exploitation of liberation history in South African advertising.
Written by urgent.news from The Citizen's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
