The disinfectant giant Dettol has found itself at the centre of a diplomatic storm. A new advertising campaign in China, meant to bash 'toxic masculinity,' has spectacularly backfired. The advert showed a man being erased by cleaning products. Chinese state media called it 'an insult to Chinese men.'
Beijing is furious. The foreign ministry issued a statement. They said the campaign 'undermines social harmony.' Diplomatic sources tell me the Chinese ambassador in London has been summoned. To the Foreign Office? No. To the cleaners? That joke is wearing thin.
Let's be clear. This is a disaster. Dettol's parent company, Reckitt Benckiser, is one of Britain's biggest exporters. China is their fastest growing market. Now they face a consumer boycott. And a regulatory crackdown.
The advert was targeted at 'toxic men.' It backfired because Chinese culture prizes male authority. The government sees any criticism of masculinity as a threat. This is Xi Jinping's China. They don't do irony.
Sources in Whitehall say the Prime Minister is 'deeply concerned.' Not on principle. On trade. The UK is desperate for a post-Brexit trade deal with China. This is not helpful.
Dettol is in damage control. They have pulled the advert. They have apologised. But will it be enough? The mood in Beijing is vengeful. They want a scalp. Maybe the marketing director.
The real story here is the growing culture war between the West and China. Western brands are caught in the middle. They want to appeal to progressive values at home. But they need to keep autocrats happy abroad. It is a delicate balancing act. And Dettol just fell off the tightrope.
The Lobby is buzzing. Tory MPs are calling for a parliamentary inquiry. Labour says it shows the 'fragility' of UK-China relations. Neither side wants to defend Dettol. But they are both worried about the economic fallout.
I am told the Chinese government is considering a ban on Dettol products. That would be a hammer blow. It would also be a signal. No one can criticise Chinese values. Not even a cleaning brand.
Watch this space. The game has changed. And Dettol is losing.
