An American retailer has seriously underestimated the wide gap between reds and blues in the country these days.
Hoping to cash in on the possibly historic turnout of voters in the U.S. this election season, Gap took to Twitter to remind the world that in the end, we are all one people.
“The one thing we know, is that together, we can move forward,” the retailer wrote, adding two emojis: a blue heart representing the Democrats, and a red one representing the Republicans.
To make its message of political harmony even more enticing, the brand that has been part of American popular culture for decades also shared a photo of one of its traditional garments: a zip-up hoodie.
In honor of the presidential election — which remains unresolved, and it could possibly end up in the courts — Gap’s celebratory hoodie was a bi-colored affair: one red side, one blue, that would harmoniously come together when zipped up, for an even grander piece of clothing.
Unfortunately, the message didn’t land as expected — and the retailer learned that the gap is real.
“Like sis, read the room!” Twitter user Diana Lynn wrote.
Another user, Georgia Mayer, called the idea “A GREAT example of why it’s smart to be paused on social right now.”
“Sorry I’m not zipping myself to people who don’t believe I’m deserving of basic human rights,” added Allie F.
It didn’t take long for the brand to go into full damage-control mode, and acknowledge that the country isn’t quite ready for the message.
“From the start we have been a brand that bridges the gap between individuals, cultures and generations. The intention of our social media post, that featured a red and blue hoodie, was to show the power of unity,” a spokesperson told People.
“It was just too soon for this message. We remain optimistic that our country will come together to drive positive change for all,” according to the retailer.
The brand’s social marketing team was quick to fix its poorly timed campaign and deleted the tweet in just a few hours.
But according to Twitter user Danica S. Nelson, the internet can be quite unforgiving.
“They deleted it but screenshots live forever, @Gap,” she wrote.
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