A Johannesburg cafe, Naked Coffee, has drawn criticism for a social media marketing campaign that sparked debate about gender-based violence (GBV) and sexual harassment. The controversy began after Naked Coffee, based in Illovo, Johannesburg, published an "open letter" on social media. The post addressed a customer who allegedly made repeated comments about "sausage" to a waiter during an "After Dark" event at approximately 7pm. "Sexual advances towards our staff will not be tolerated," Naked Coffee stated, adding, "Ma'am, you asked multiple times... Most shockingly, you asked him to demonstrate the size of said sausage." Critics accused the cafe of using GBV themes as a marketing tool.
Cafe's Controversial Campaign Details
Naked Coffee stated that "Sexual advances towards our staff will not be tolerated. An open letter to the customer who kept asking our waiter about sausage at Naked Illovo After Dark at approximately 7pm," in its initial social media post. The cafe claimed the customer's comments were directed at the same waiter, whose identity would remain confidential. Naked Coffee elaborated, "Ma'am, you asked multiple times. Each time directed at the same waiter whose identity for confidentiality reasons, we cannot disclose. While we can appreciate a lot of our staff do look good naked, this does not excuse your lewd behaviour." The post further stated, "Most shockingly, you asked him to demonstrate the size of said sausage. As for the sausage, we hate to disappoint you. Sausage is strictly a breakfast situation and not served after dark," according to the cafe. Naked Coffee later issued an apology via its social media channels.
Criticism Mounts Over Sensitive Themes
Author and gender-based violence activist Tivania Moodley criticised the campaign, as did food content creator Nicky Barber, who questioned the cafe’s response and claimed the apology shifted responsibility onto the audience. Barber stated, "The other thing is they were like, ‘Oh well, sorry if you didn't interpret the joke correctly.’ So, they almost made it like everybody else’s problem in terms of comprehension, versus what the actual problem was, which was the subject matter that they chose to joke about." Barber said the issue was not about whether people understood the joke, but the decision to make light of a sensitive topic. "I don't think it was a sincere apology at all," Barber added.
Nicky Barber also raised concerns about the apology's visibility, noting the cafe did not keep the original campaign or apology permanently visible. "And the fact that they didn't actually make it a permanent post on their feeds," Barber observed. Tivania Moodley said the campaign was problematic because sexual harassment is a lived reality for many people, including workers in customer-facing industries. "As a sexual assault survivor, I don't find this campaign funny. I know what it feels like to have your boundaries ignored while someone else laughs," Moodley stated. Moodley added that hospitality workers often face harassment while feeling pressured to remain professional. "Hospitality workers, particularly young staff, deal with harassment from customers often. It's uncomfortable and humiliating, but people endure it because their job depends on remaining polite," Moodley explained. She concluded that brands need to consider the wider social context before using controversial topics to attract attention.
Expert and Activist Perspectives
Tivania Moodley, a gender-based violence activist, commented on the importance of contextual understanding in marketing. Moodley stated, "Good copy doesn't just get attention, it understands context. There's a big difference between making people laugh and normalising behaviour that countless people already endure every single day." Moodley's remarks show the activist perspective that marketing campaigns should consider the broader societal implications of their content, especially when touching upon sensitive issues like gender-based violence and sexual harassment. The activist emphasized that while attracting attention is a goal for marketing, it should not come at the expense of trivializing serious issues that impact many individuals daily.
