Godiva MY's sentiments plummet after posts by Ruhainies triggers calls for boycott

Dessert brand Godiva Malaysia's brand sentiments have plummeted from 20% positive and 3.6% negative to 3.2% positive and 3.1% negative after Malaysian actress Ruhainies took to her Instagram page to post a picture of her enjoying ice cream from the brand, according to media intelligence firm CARMA. 

Over the weekend, Ruhainies posted a photo of an ice cream cone in a Godiva store. She tagged the brand with a red heart and a sparkle emoji. After the post, the Godiva Malaysia's Instagram account received comments, many of whom threatened to boycott the brand for working with the actress.

Don't miss: Kitsui Malaysia apologises for ad controversy with Ruhainies and Bella Astillah

Some netizens requested that the brand demand Ruhainies to take the story down or to stop selling to the actress altogether, while others have pointed out that posting and tagging a brand in a social post does not make her a brand ambassador. 

Some netizens requested that the brand demand Ruhainies to take the story down or to stop selling to the actress altogether, while others have pointed out that posting and tagging a brand in a social post does not make her a brand ambassador. 

Ruhainies was recently embroiled in drama after she was arrested with Singaporean actor Aliff Aziz by Federal Territories Islamic Religious Department (Jawi) officers on 9 March after they were seen alone together at Ruhainies’ home in Kuala Lumpur.

The brand's word cloud, which previously featured words such as "chocolate", "business" and "enjoyed", later shifted to words such as "Ruhainies", "salah" (wrong), and "boikot" (boycott). 

Since then, Godiva has taken to Instagram to deny working with or having affiliations with any local ambassadors.

"We wish to clarify that Godiva Malaysia maintains no affiliations with local ambassadors. Our commitment remains steadfast in providing premium chocolates enjoyed by discerning connoisseurs worldwide," said Godiva Malaysia in a statement that was pinned to a recent Easter egg post. "Thank you for your continued support and understanding."

Godiva Malaysia is not the first brand to distance itself from the actress. Most recently, beauty brand Kitsui put out a statement apologising for the ad controversy involving Ruhainies and fellow Malaysian actress and singer Bella Astillah. 

In a statement, Kitsui thanked and apologised to its fans for being involved with the issues being discussed on social media. 

In March, the beauty brand released a Ramadan campaign featuring singer Wany Hasrita and actor Hisyam Hamid. Ruhainies, who was also in the ad, had her face blurred out. Her name was left uncensored, along with a text that said she is an actress and well-known personality.

It added that it does not support either side and said that it will not take advantage of the situation. It ended its statement with well wishes and prayers and thanked its followers once again.

Photo courtesy of Ruhainies (Instagram) and @IniAlalalannn (X)

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