October 2016

The American Election, Corporate Reputation and A Packet of Sweets

When two global brands are inadvertently bought into the melee of the American election, what should they do to protect their reputation?

This was the question we were asked by the Washington Post this week. The question was posed in relation to Skittles and Tic Tac which found themselves negatively associated with Donald Trump.

The latter resulted in one of the all time great press statements - "Tic Tac respects all women."  I never doubted it.

Whether you are Tic Tac, being associated with the misbehaviour of Trump, Speedo embarrased by Ryan Lochte at the Olympics or a sponsor of FIFA,  brands must be able to recognize the crisis and deal with it swiftly.

It also helps to know your key audience and understand their stance on the issues of the day.

Tic Tac's swift response ensured they are not currently seen as the brand of the ageing lounge lizard, winning favour with their largely younger, female customer base in the process.

Tracking audience response to such incidents helps give some evidence and context.  We often use big data analysis of online content and conversation to help brands make these judgement calls.

You never know what may be round the corner.