In a statement on Monday, the General Secretary of CAN, Barrister Joseph Daramola, described the advert as "insensitive, offensive, and totally unacceptable." He added that the company's action was disrespectful to the Christian faith and an affront to millions of Christians in Nigeria and beyond.
"We are deeply disappointed that a company of such repute would stoop so low to exploit the religious sentiments of its customers for profit," Daramola said. "We call on the company to issue an unreserved apology to the Christian community and withdraw the offensive advert immediately."
Daramola also recalled a similar incident in the past when Sterling Bank Plc used crucifixion imagery to promote its product, stating that CAN condemned it then and now. He urged all companies and organisations to be mindful of the religious and cultural sensitivities of their customers when promoting their products.
"We will not tolerate any attempt to trivialise or disrespect our faith. Be warned," Daramola warned.
FrieslandCampina WAMCO Nigeria PLC has not yet responded to the statement from CAN, but the controversial advert has been widely criticised on social media, with many calling for a boycott of the company's products.
This is not the first time that a company has faced backlash over an offensive advert in Nigeria. In 2020, a skincare brand came under fire for promoting skin-lightening products with an ad that suggested that having darker skin was a disadvantage.
In response to the criticism, the company issued an apology and withdrew the advert. However, the incident sparked a wider conversation about colourism and the beauty industry in Nigeria.
The use of religious imagery in advertising is also a contentious issue in Nigeria. In a predominantly religious country like Nigeria, religious symbols are deeply meaningful and can provoke strong emotions.
Marketing experts have advised companies to be careful when using religious imagery in their advertising and to ensure that their messages are respectful and sensitive to the beliefs of their customers.
In the case of FrieslandCampina WAMCO Nigeria PLC, the company's advert has clearly failed to meet these standards, and it remains to be seen how they will respond to the backlash from the Christian community in Nigeria.