Whisky producer Glenlivet has withdrawn an advertisement and issued an apology following backlash over its depiction of a historic anti-apartheid protest in South Africa. The company faced criticism for using imagery connected to a 1956 women’s march against apartheid to promote its 18-year-old whisky.

The advert referenced Sophia Williams-De Bruyn, an activist who was 18 years old when she participated in the 1956 demonstration. Glenlivet’s campaign drew a parallel between her age at the time and the whisky’s maturation period. However, members of Williams-De Bruyn’s family expressed strong objections, accusing the brand of exploiting her legacy and the broader struggle against apartheid for commercial gain.

Williams-De Bruyn, a prominent figure in South Africa's anti-apartheid movement, was one of thousands of women who marched to protest the pass laws imposed by the apartheid regime. The 1956 march is widely regarded as a significant moment in the country’s fight for equality and justice.

Following the public outcry, Glenlivet stated it had removed the advert and apologized for any offense caused. The company acknowledged that the campaign had unintentionally appropriated an important historical event and the courage of those involved.

The incident has sparked discussion about the responsibilities of brands when referencing politically sensitive or historically significant events in advertising. Observers noted the difficulty companies sometimes face in balancing marketing creativity with respect for cultural and historical contexts.

Glenlivet's response underlines an increasing awareness among corporations about the need to avoid commercializing moments of social and political struggle, especially when linked to figures whose legacies carry deep emotional and cultural resonance.