Dineo Langa’s Glenlivet Advert Sparks Fierce Backlash Over Commercialisation of 1956 Women’s March

• Dineo Langa starred in a Glenlivet advert that drew on the historic Women's March and its key figures
• The campaign sparked fierce criticism from social media users who accused the brand of commercialising the liberation struggle
• Both The Glenlivet and Dineo Langa issued public apologies after the widespread outcry

South African actress and TV personality Dineo Langa (née Moeketsi)'s latest brand collaboration has landed her in hot water after a whiskey advert she fronted for The Glenlivet drew fierce criticism across South Africa.

The commercial was crafted with Women's Month in mind, taking inspiration from the legendary march of 9 August 1956, when 20,000 women converged on the Union Buildings in Pretoria to protest the extension of pass laws to women. In the advert, Langa appears before portraits of the women who led that historic demonstration, including Lillian Ngoyi, Rahima Moosa, Helen Joseph, and Sophia Williams-De Bruyn, who was just 18 years old when she helped spearhead the march.

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Williams-De Bruyn's age served as a deliberate bridge to the product itself. The campaign drew a parallel between her boldness at 18 and the Glenlivet 18, a single malt Scotch whiskey aged for 18 years. While the concept was clearly calculated, many South Africans felt it crossed a line.

The backlash was swift and pointed. Critics argued that enlisting struggle icons to sell alcohol was not only tone-deaf but deeply offensive, particularly given the role alcohol played as a tool of oppression under apartheid. Many noted that liquor was historically weaponised to destabilise Black communities, making the campaign's framing especially painful.

Mzansi speaks out

The outrage echoed loudly on social media, with users and political voices alike weighing in.

MatshidisoAnnen said:

"Maybe I need them to explain their aim because to associate alcohol with the struggle is concerning for me. Alcohol was used as a weapon to destabilise the black community and women too. Winnie said they'd throw crates in her cell hoping she'd drink and get addicted, so I'm lost."

TboozeSA criticised:

"What was the concept? It's so poorly thought out I can't believe they signed this off."

obonwer added:

"Totally insulting. Black women, smell the coffee, you are being used for distasteful content."

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MaupaCanny wrote:

"The ad is distasteful to say the least."

In response to the mounting pressure, The Glenlivet and Dineo Langa both withdrew the advertisement and publicly apologised for the misstep.

Watch the controversial advert below.

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Source: Briefly News