KitchenAid apologizes for "irresponsible tweet" during presidential debate

Kitchen Aid apologized to President Barack Obama on Twitter, after a staffer posted an offensive tweet about his dead grandmother. / Twitter/KitchenAidUSA

KitchenAid, the iconic home appliance brand, issued an apology soon after a staffer posted an offensive tweet from the company's official account.

"Obamas gma even knew it was going 2 b bad! 'She died 3 days b4 he became president," @KitchenAidUSA tweeted to over 25,000 followers Wednesday night.

The tweet presumably referenced President Obama's grandmother, Madelyn Dunham, who died on Nov. 2, 2008.

The President referred to his grandmother during the debate, saying: "You know, my grandmother - some of you know - helped to raise me. My grandparents did. My grandfather died a while back. My grandmother died three days before I was elected president."

KitchenAid quickly deleted the tweet. The company's senior director of branding Cynthia Soledad took responsibility for the offensive message and tweeted an apology to the President, followed by an explanation.

"Deepest apologies for an irresponsible tweet that is in no way a representation of the brand's opinion," @KitchenAidUSA tweeted.

"I would like to personally apologize to President @BarackObama, his family and everyone on Twitter for the offensive tweet sent earlier," @KitchenAidUSA continued.

"It was carelessly sent in error by a member of our Twitter team who, needless to say, won't be tweeting for us anymore," @KitchenAidUSA tweeted.

Soledad released this statement to Mashable via email:

"During the debate tonight, a member of our Twitter team mistakenly posted an offensive tweet from the KitchenAid handle instead of a personal handle. The tasteless joke in no way represents our values at KitchenAid, and that person won't be tweeting for us anymore. That said, I lead the KitchenAid brand, and I take responsibility for the whole team. I am deeply sorry to President Obama, his family, and the Twitter community for this careless error. Thanks for hearing me out."

There are no additional details on what happened to the staffer.

[formeatb]

First, let me stress that I have never had any affiliation with KitchenAid, Whirlpool, Maytag, or any related companies. I am, however, related to Barack. And while I certainly do NOT speak for him, I believe it is important to step back and view this incident with clarity.

An objectionable tweet was created, it existed briefly, and its origin was clear. However, it was also obvious that its content could not possibly have reflected the views of its origin. Something was NOT as it appeared.

What occurred afterward is more important. KitchenAid responded with absolute urgency, offered a truthful explanation, and several very sincere apologies. Indeed, the effort they put forth was such a textbook example that it may very well be used as an example in textbooks one day.

There is nothing about this incident that justifies any action or bad will toward KitchenAid. This was the act of one employee, and I have no doubt that they wish it had never happened. They will never forget the lesson they have learned. But more importantly, they will never again dislike Barack as much as that tweet.

[erlindab]

Have been salivating for a KitchenAid mixer for ages. My mouth just got dry. I don't even want a used one. I tolerate different opinions, but this was out of place.

[jsargent100]

The person who tweeted from the KitchenAid account was a trusted employee high enough up in the food chain to speak for the director. Why not publicize the name of the tweeter or grade of the employee? Perhaps Cynthia Soledad was the actual tweeter since she obviously is trying the put the blame on some anonymous fictitious employee which is why she is using the "I am responsible for the team" card.

[bluejacket2-2009]

After Romney gets beat he should buy Kitchen Aid and harvest all their GOP bigots for future GOP campaigns..

[TooTrueForYou]

Another classy republican...

[ohshzi]

I am reading a lot of speculation that kitchenaid is racist because someone made a tweet that had little substance or class. They may be racist or maybe just the person that tweeted it is. Or maybe no one is racist, this person may just be a sensless and careless person who doesn't like what Obama has done so they say something horible. Oh yeah, since we are following this persons lead, Kitchenaid is owned by Whirlpool. So is Maytag....

[standane]

Dissapointed that a company would even permit a situation where an employee could could make a statement seemingly from the company....with no internal validation or condemnation. Absolutely sickening. And upsetting that I, someone who supports Obama and beleves in his vision for America, contribuled to this hate filled message, by buying numerous Kithen Aid products. Will not do so again!

[Anaquark]

We should boycott all your products! Shame on your company!

[Anaquark]

I am going to dump all my Kitchen Aid products. In addition, I will make it a point to boycott all stores that carry this brand!

[2k2kev]

" will make it a point to boycott all stores that carry this brand!"


good luck.

[wolfmagic2012]

F O Kitchen Aid - and FO the right-wing troll who wrote that garbage