Activist Criticizes Shenseea for ‘Hypersexualized’ Promotion of Sunshine Snacks to Kids; Brand’s CEO Defends Campaign

Jamaican singer Shenseea’s recent appointment as a brand ambassador for Sunshine Snacks has sparked controversy, with activist Umar Abdullah accusing the company of choosing a spokesperson with a “hypersexualized” image for a product marketed to children. Abdullah, leader of the First Wave Movement, released a statement on October 3, expressing strong disapproval of the decision.

In his statement, Abdullah criticized Sunshine Snacks, particularly its parent company, Associated Brands, for selecting Shenseea and her son Raj as brand ambassadors. He argued that Shenseea’s music, specifically her hit song Foreplay, makes her an inappropriate representative for products aimed at children. “This reckless endorsement demonstrates an alarming lack of moral, ethical, and family values that should form the foundation of any reputable company,” Abdullah stated.

He pointed to lyrics from Foreplay, highlighting a specific line he deemed unsuitable: “Me nah go lie to yuh, mi afi tell yuh, mi love it when yuh finger meh.” Abdullah argued that such content promotes harmful ideas that have no place in the marketing of children’s products. He expressed being “deeply appalled” by the decision and emphasized that it reflected a significant lapse in judgment by Associated Brands.

Sunshine Snacks, which was established in 1977, announced Shenseea and her son Raj as the faces of the brand during a launch event on September 25 at the AC Hotel Kingston in Jamaica. Their role will extend beyond Jamaica to other markets, including Barbados, Guyana, and Trinidad & Tobago. The mother-son duo is set to represent the brand across these regions, with Shenseea’s son focusing on promoting kid-friendly products.

Abdullah’s criticism was echoed by some social media users, who raised concerns about the suitability of Shenseea as a brand ambassador for a company associated with children’s snacks. Comments such as “Isn’t this marketed towards kids?” and “Wasn’t there anyone more wholesome?” reflected some of the public’s apprehension.

However, not all reactions have been negative, and Associated Brands Group’s deputy chairman and CEO, Nicholas Lok Jack, defended the company’s choice. Lok Jack explained that Shenseea was selected not just for her musical influence but also for her commitment to charitable causes. He cited her efforts during Hurricane Beryl as a key reason behind the decision. According to Lok Jack, Shenseea’s community work aligns with the brand’s values, making her a suitable representative.

“We chose Shenseea—and it’s not just her, but also her son Raj—particularly for her community work as well as her ability to bring awareness to the brand,” Lok Jack told Trinidad Newsday. He added that Shenseea would be involved in the company’s future charitable initiatives in Jamaica.

Addressing concerns about the suitability of the brand ambassador for children’s products, Lok Jack clarified that Shenseea will primarily represent adult-oriented products, such as Sun Mix peanuts, while her son will be the face of more kid-friendly items. “I don’t think that Sunshine Snacks is exclusively a children’s brand,” Lok Jack emphasized. “We have a lot of sub-brands that attend to different segments of the market.”

The company’s stance highlights a broader approach, recognizing the different target markets for its diverse range of products. While the debate continues, Sunshine Snacks remains confident in its decision to partner with Shenseea and her son.