Gap sparks backlash with an election tweet - Business Insider

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'Together, we can move forward': Gap sparks backlash with a tone-deaf election tweet the retailer was forced to hastily delete

The brand deleted the tweet roughly an hour after it was posted, at around 12:30 p.m. ET on Wednesday. Gap did not respond to Business Insider's request for comment. reported that the retailer is running a holiday TV spot showing people holding up signs with positive messages, such as "hope," "inspiration," "cozy," and "community." Shoppers are ok with pro-vote messaging, but they'll boycott a brand that gets too political.

"It's really the idea around standing united, whatever you stand for," Mary Alderete, chief marketing officer of Gap, told Business Insider. "That harmony can really only be achieved when different voices all come together as one.""Gap has always been known for its ability to bridge cultures and generations, and we wanted to come back and do that unity message," Alderete said.

 

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