MANILA, Philippines – A marketing stunt by the melatonin brand Wellspring has sparked controversy after photos of altered street signs in Makati City went viral. The signs, which changed “Gil Puyat Avenue” to “Gil Tulog Avenue,” drew widespread criticism after surfacing online on July 25. Many questioned the authenticity of the images until it was confirmed that the change was part of a marketing campaign by Wellspring.
Makati City Mayor Abby Binay addressed the issue. Binay shared that the permit request for changing the street signs had not reached her office. She criticized the city officials who issued the permit, highlighting their lack of prudence and thoroughness. “They should have considered the confusion this could cause motorists and commuters,” Binay said. She also noted that the alteration was disrespectful to the memory of the late former Senate President Gil Puyat and his family, for whom the street is named.
Victor Puyat, the son of the late politician, expressed his disappointment in a message to Rappler. “Our name is not to be violated for financial, political, or other reasons,” he stated.
Wellspring Issues Public Apology
In response to the backlash, Wellspring issued a public apology. Posted on the brand’s social media pages on July 26, the statement acknowledged their misstep and the insensitivity of the campaign.
“It was never our intention to offend anyone in our marketing execution which used wordplay to draw attention to the importance of sleep and how it contributes to one’s overall health. After recognizing the insensitivity of the campaign, we have promptly taken down all signages,” the statement read.
Wellspring also assured that they did not intend to disrespect the legacy of Gil J. Puyat and expressed their commitment to practicing better sensitivity in future campaigns. This apology came just hours after Victor Puyat filed a complaint against the ad agency behind the marketing stunt.
Mayor Binay has ordered the immediate removal of the altered signs. She also issued an apology to both the public and the Gil Puyat family. Apart from the signage change, Wellspring’s campaign included offering free jeepney rides throughout Makati using its “Wellspring Sleepneys.” As of now, the ad agency responsible for the campaign has yet to comment on the situation.
Keep Reading: From Gil Puyat to ‘Gil Tulog’: Makati Mayor Pulls the Plug on Viral Road Sign Prank
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