Posted on : 2022-07-17 21:33:45
Article : Good morning, Monday Management solution offered by both the companies for TASK-199. Both the companies have acted upon their ad mistake and apologized to all the audience withdrawing the commercials.
Brand commercials are of great interest to all age group viewers. Many brand ads related life instances, many on a funny note and many speak about product attributes. In particular I recall very famous Amul’s utterly butterly hoarding ads on current issues. Out of billions of viewers at least few million keenly watch the TV commercials and make comments but when they find any blaring media mistake it goes viral on social media immediately. During such media mistakes occurrence brand marketers come to rescue but not before occurrence of damage to reputation and sales.
In case of Pepsi Kendall commercial, it was purely seen as racist. First one is Kendall throws of her Black wig she was wearing for the photo shoot and she gave Pepsi can to a White police officer when there were black police officers too. Realizing their media mistake Pepsi immediately removed the video and posted their apology stating that Pepsi was trying to project a global message of unity, peace, and understanding. Clearly, we missed the mark and we apologize. The social media audience appreciated Pepsi reaction.
In case of Unilever’s Red label Tea Kumbh mela commercial, social media audience have taken the idea of son abandoning father in the kumbh mela was taken seriously though he returned with cup of Tea and shared with his father. With the huge backlash Unilever posted an apology and removed the ad. But they aired a new heartwarming same video with the saying “Red Label Chai encourages us to hold the hands of those who made us who we are” as an eye opener to harsh reality.
The advertisement as per the company's view is to promote and show the importance of familial ties. However, viewers did not take this advertisement to their stride. The FMCG major was criticized for its 'insensitivity. Every year such media mistakes happening have become common for many global leading brands and companies try and avoid such mistakes before launch.
End Point- When planning an ad it is very important for the companies and ad agencies to know their markets of operation and culture so that media mistakes are avoided. It is better that brand manufacturers and ad agencies should show the commercial to confidential outsiders before the launch to avoid any post launch backlash. We can all learn from the mistakes of others and use the techniques of successful companies for ourselves.
Log on to www.wingsofmanagement.com to know more about our “Strategy Management consultancy’s” versatile capabilities, global clients and to read our weekly posts and our projects.