Actress and media personality Dineo Langa has apologised following widespread criticism of a now-deleted Glenlivet whisky advertisement that referenced the historic 1956 Women’s March.
The campaign featured Langa holding a glass of Glenlivet while moving through rooms displaying images of prominent anti-apartheid figures, including Winnie Madikizela-Mandela, Lilian Ngoyi and Sophie Williams-de Bruyn.
The advert connected the courage of the women who participated in the historic protest with the Glenlivet brand, including references to the iconic slogan, “Wathint’ abafazi, wathint’ imbokodo.” The campaign was released during Women’s Month, when South Africa commemorates the 9 August 1956 march of about 20,000 women to the Union Buildings in Pretoria to protest against apartheid pass laws.
However, what appeared intended as a celebration of women’s strength quickly became a source of controversy, with critics questioning the decision to use a pivotal moment in South Africa’s liberation history to market alcohol.
ANC condemns the campaign
The African National Congress criticised the campaign, arguing that the legacy of the women who participated in the march should not be turned into a commercial marketing tool.
“The women of 1956 were not cultural props or marketing symbols,” the ANC said, describing the march as a profound part of South Africa’s history of resistance.
The party also raised concerns about the historical relationship between alcohol and Black communities during apartheid, pointing to practices such as the dop system, where some workers were partly compensated with alcohol rather than proper wages.
The ANC called on Glenlivet to withdraw the advertisement, apologise and explain how the campaign was conceptualised and approved.
The criticism was not limited to political circles. Social media users also questioned the messaging behind the campaign, with some arguing that the advertisement reduced the sacrifices of struggle heroines to a branding opportunity. Others described the campaign as tone-deaf and questioned the connection between the 1956 Women’s March and the promotion of whisky.
Glenlivet and Langa apologise
Following the backlash, Glenlivet removed the advertisement from its social media platforms and issued a joint apology with Langa.
“The Glenlivet unreservedly apologises for a recent influencer post which drew on the legacy of the 1956 Women’s March,” the statement said.
“We acknowledge the offence that this has caused and have deleted the post. We are investigating how this post was conceptualised and approved to make sure this does not happen again.”
The statement added: “We wish to reiterate our heartfelt apology to those impacted by the post.”
Langa also issued a personal apology on X, acknowledging the impact of the campaign.
“I am sorry for the harm I have caused. I understand the gravity of this mistake and will be more mindful in future,” she wrote.
The apology has, however, not ended the conversation, with some commentators questioning whether responsibility should rest solely with the actress when an advertising campaign involves a wider process of scripting, production, approvals and brand strategy.
Who is Dineo Langa?
Langa, born Dineo Bridgette Moeketsi, is an established South African actress, media personality and businesswoman.
She is particularly known for her role as Keabetswe “Kea” Khoza in the popular Mzansi Magic telenovela The Queen. She has also built a profile beyond acting, including through fashion and other creative ventures.
Together with her husband, musician Solo Langa, she co-founded the fashion label Port of LNG. The brand, launched in 2020, produces menswear and womenswear, ranging from ready-to-wear and loungewear to eveningwear, and has dressed a number of South African entertainers and public figures.
Langa has also previously worked with alcohol brands, including J.C. Le Roux, illustrating the established relationship between South African celebrities and lifestyle alcohol marketing.
What is The Glenlivet?
The Glenlivet is a Scotch whisky brand whose history dates back to the early 19th century in Scotland. The brand positions itself around its heritage, craftsmanship and whisky-making tradition.
Its South African campaign involving Langa appears to have been designed to connect those ideas of heritage and legacy with the story of South Africa’s women of 1956. It was that connection, rather than simply Langa’s involvement with an alcohol brand, that became the central issue.
The controversy has consequently raised a broader question for marketers: where should brands draw the line when using painful or politically significant aspects of South African history to create cultural relevance?
For Glenlivet and Langa, the decision to remove the campaign and apologise may close the immediate advertising controversy, but the debate over the commercialisation of liberation history is likely to continue.
