People love the idea of making items more personalized by customizing them with their name. This sounds like an amazing idea unless your name is Isis. Australia started a campaign called “Make Me Yours” in September where customers can buy a container of Nutella with their name on it. Isis’s mother Heather Taylor named her after an Egyptian goddess, but never expected to encounter this type of issue. In Egypt Isis became the most powerful among the gods and goddesses, teaching women agriculture and medicine.
Taylor’s sister from Australia requested to have her 5 year old niece’s name “Isis” put on the label of the Nutella container.The woman was denied because her niece’s name referred to an Islamic group of military extremists. She walked into a Myer department store in New South Wales with the intent of getting her niece a nice gift, when her name was flagged by the store’s computer system. The store clerk let the woman know the store can only print names deemed appropriate and gave her information to a parent company, Ferrero Australia, where she may be able to get her gift. Craig Baker, chief executor for Ferrero let her know that the company is making the decision to stand by their choice to not print the label.
“I’m really quite upset by this,” Taylor reportedly told Barker.
“You are actually making my daughter’s name dirty. You are choosing to refuse my daughter’s name in case the public refers to it negatively,” she said.
“Like all campaigns, there needs to be consistency in the way terms and conditions are applied,” Ferrero Australia said in a statement. Ferrero Australia also mentioned that the name was sensitive in nature and that was the reason for categorizing it as not suitable for printing
“Unfortunately, this has meant there have been occasions where a label has not been approved on the basis that it could have been misinterpreted by the broader community or viewed as inappropriate,” the company said.
Taylor told the news outlet she has faced discrimination for her daughter’s name even though the girl was named before the militant group began to expand to where it currently is. “I am starting to get to the point where I don’t want to call her name out because she’s going to start noticing people looking.” Taylor told the Herald.
The “Make me Yours” campaign sparked controversy when it launched due to people previewing inappropriate and crude names on their customized Nutella jars. According to the website the campaign has officially ended.