The Christian Association of Nigeria (CAN) has rebuked FrieslandCampina WAMCO Nigeria Plc, makers of Peak milk brand, for using Jesus Christ’s crucifixion as a metaphor to promote their product on Good Friday.

A statement by CAN General Secretary Joseph Daramola detailed that Good Friday is a solemn day for Christians to commemorate the death of Christ their saviour and that the Peak milk advert was insensitive and completely unacceptable.

“Good Friday is a solemn day for Christians all over the world, a day we commemorate the death of our Lord and Saviour Jesus Christ, who was crucified on the cross for our sins and not a day to be used for crass commercial purposes,” the statement read in parts.

Mr Daramola further accused the company as being disrespectful to the Christian faith. 

“We are deeply disappointed that a company of such repute would stoop so low to exploit the religious sentiments of its customers for profit.”

He also called on the company to apologise immediately to the Christian community as CAN considers sanctions against the company which could include a boycott of their products by its members and Nigerians who share similar concerns.

The CAN scribe recalled a similar incident where Sterling Bank Plc used crucifixion imagery to promote their product. He urged companies to be mindful of the religious and cultural sensitivities of their customers. 

“We condemned it then, and we also condemned it now,” Mr Daramola said. “We will not tolerate any attempt to trivialise or disrespect our faith. Be warned!”