Coffee chain cancels ad with slogan Nazis used

Tchibo recalls placards promoting its coffee varieties, reading "To Each His Own," a slogan on Buchenwald's main gate.

January 14, 2009 16:37
Coffee chain cancels ad with slogan Nazis used

jeden das seine 248.88. (photo credit: Courtesy)


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A German chain of coffee shops has stopped an ad campaign that featured an ancient slogan co-opted by the Nazis for use on the gate to the Buchenwald concentration camp. The Hamburg-based company Tchibo has recalled about 700 placards promoting its coffee varieties, reading "To Each His Own," Tchibo spokeswoman Angelika Scholz says. She said Wednesday that Tchibo apologized and "it was not our intention to hurt any feelings." The Nazis used the same slogan on Buchenwald's main gate instead of the more familiar "Arbeit macht Frei," or "Work Sets You Free," that was above the entrances at Auschwitz, Dachau and other camps. The phrase dates from ancient Greece and is considered a fundamental of justice in classical law.

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