Wanna know how to fix a big PR blunder? Take the billboard advertising campaign for Coors Light beer in Toronto, Canada. According to a story in the Aug. 19 edition of the Winnipeg Sun, approximately 30 billboards were scattered throughout Toronto recently that stated: Coors Light is "colder than people from Toronto."
Some citizens of Toronto were offended by the ads, and a handful of emails were sent to Coors; however, when the Toronto newspaper reported on the ads, a backlash brewed (no pun intended), and Coors pulled the ads.
"Sometimes we get it wrong," said Adam Moffat, Molson brand and marketing public relations manager. "This is one instance where we misfired, and we realized that after seeing people's reaction here in Toronto."
The key message here was that a large corporation admitted to being accountable for its own actions and then acted on it rather than let what could have been a potential PR nightmare fester.
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