Indigo marketing backfires after photo of off-colour display posted on Twitter

Marni Soupcoff tweeted the photo of the Indigo sign Wednesday, March 12, 2014. Marni Soupcoff / Twitter

TORONTO – A Toronto Indigo bookstore has taken down a sign hawking one of its books in what some deemed an off-colour fashion.

The sign, reading “Oy Veh! Can’t believe I read the whole thing!” was displayed on a rack selling the book The Holocaust Chronicle.

The Holocaust Chronicle is a 768 page-book detailing “the long, complex, anguishing story of the most terrible crime of the 20th century” – the Holocaust in which approximately 6 million Jews, and millions of others, were killed in Adolf Hitler’s Nazi Germany.

Marni Soupcoff took a photo of the sign and book display, tweeting, “I’m not sure Indigo has struck quite the right tone here.”

It appears others online felt similarly

Story continues below advertisement

Soupcoff said she took the photo at Indigo’s Yonge and Eglinton location. The manager of the store, who refused to give his name, told Global News shortly afterward the sign had been taken down.

A spokesperson from Indigo’s head office could not be reached Wednesday evening. But the company wrote on Twitter the sign had been taken down and the company’s following up.

Sponsored content