Each time Dr Mumbo witnesses a social media disaster, he naively assumes it will be the last.

After all, surely people will learn this time?

Actually, no. No they won’t.

Take N2 Extreme Gelato. They still haven’t got the memo about blackface.

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And the fact that – as night follows day – customers will find jokes about blackface offensive. And get cross.

So, the promotion of N2’s Honey Charcoal Vanilla gelato did not go down well when the brand posted to Instagram a picture of a white hand covered in chocolate powder holding a cone, asking: “Is it still considered blackface if it’s just your hand?”

The response was perhaps predictable to anybody except for N2’s social media manager. “You’re actually fucked. Well done,” one follower informed the brand.

Over on the brand’s Facebook page, where the same image and message had also been posted, things were going just as badly.

Which of course, social media 101 tells us is a good moment to own the blunder, apologise and move on.

Or, in N2’s case, change the caption and hope that nobody notices.

They noticed. The same unacknowledged change went even more badly over on Facebook.

It would appear to Dr Mumbo that the people at N2 don’t realise that Facebook posts’ edit histories are visible to the outside world.

Still, given that N2’s slogan promises “we make no apologies”, perhaps the whole thing is on brand.

After all, somebody has to tap into that lucrative gelato-loving racist segment.

4.30pm update: Aaaand there’s the delayed apology…

And thus the social media disaster cycle is completed once more.

Who’s next?