Hoe de Negerzoen het niet verloor van de publieke opinie, maar van een marketeer
In #ThrowbackThursday blikken Richard Otto en Robbert van Loon terug op Verdwenen Merken. Deze keer: de Negerzoen.
Sinds Sylvana Simons zich verbonden heeft aan de politieke stroming van DENK is de wereld weer even te klein. Nederland lijkt steeds sterker verdeeld en de racismekaart wordt vaker getrokken dan ooit. Tot ergenis van velen. Dat dit ook invloed heeft op merken is al langer duidelijk. Hema zou het Paasfeest verloochenen, de Bijenkorf is extra voorzichtig met de December-decoratie en Albert Heijn moest geboycot worden vanwege haar keuzes rondom Zwarte Piet. Maar nog ver voordat Zwarte Piet een issue was, viel Nederland al in twee kampen uiteen. Een foutieve inschatting van een banketbakkersmarketeer was hiervoor verantwoordelijk. Het Verdwenen Merk van deze week brengt ons zoete lekkernijen, ongewenste betutteling en internationale taalcritici.
Landelijk nieuws
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De Negerzoen werd in 1920 in ons land geïntroduceerd en ze werden toentertijd nog met de hand gemaakt en gevuld. Het merk was een hit, maar raakte langzamerhand in de vergetelheid door de opkomst van nieuwe koekjes en lekkernijen. In 2006 was de Negerzoen plotsklaps landelijk nieuws nadat producent Buys bekendmaakte dat de naam werd veranderd in Zoenen. Veel consumenten zagen het schrappen van de naam Negerzoen als ongewenste betutteling en riepen dat ons land was doorgeslagen in politieke correctheid. Het legde het merk dan ook bepaald geen windeieren.
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Taalcritici
De discussie beperkte zich overigens niet tot ons eigen land. In het buitenland was de Negerzoen al veel eerder uit de schappen gehaald. Zo werd de Duitse ‘Negerküsse’ een ‘Schokoküsse’, Franse ‘Têtes de Nègre’ werden ‘Bisous de Mousse’ en Engelse ‘Negro Kisses’ werden ‘Angel Kisses’. Taalcritici stelden echter dat het Nederlandse woord ‘neger’ minder negatief geladen zou zijn dan in het buitenland. Daarnaast zouden de lekkere Negerzoenen juist voor een positieve associatie met het woord 'neger' zorgen.
Stunt van marketingafdeling
Later werd bekend dat de Nederlandse naamsverandering en de daaropvolgende rel een stunt was van de marketingafdeling van de fabrikant. Als er veel over het product gesproken zou gaan worden, zou het ook meer moeten gaan verkopen. Het tegenovergestelde bleek waar. Veel Nederlanders lieten het product als protest en uit onvrede links liggen. De oorsprong van de naam is overigens onduidelijk, maar volgens veel bronnen heet de Negerzoen zo omdat iemand die een Negerzoen eet bruine lippen krijgt. Als je dan vervolgens iemand een kus geeft, is dat een kus van een neger. Journaal-presentrice Aldith Hunkar maakte, zoals te zien in het fragment hieronder, de merknaam op geheel eigen wijze inzichtelijk.
Negerzoen van Aldith Hunkar in NOS Journaal
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Op #ThrowbackThursday blikken Robbert van Loon (l) en Richard Otto, auteurs van het boek ‘Verdwenen Merken’, terug op de mooiste merkverhalen. In het boek staan nog ruim 325 andere merkverhalen over Nederlandse merken die tussen 1970 en 2015 uit ons straatbeeld en van onze boodschappenlijstjes zijn verdwenen.
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