Unfortunately, yes, this is happening. The “Tide Pod Challenge” is a thing and people are eating laundry detergent pods willingly. In response, P&G has gone into crisis mode. Impressively, they have managed to activate an effective anti-consumption messaging campaign in the matter of days – and, in some aspects, less. By tapping into their full set of resources, detailed below, they’ve been able to make sure their message is heard loud and clear.
- Twitter 1:1 Communication: Tide is directly responding to people who have indicated consumption of their pods, telling them to seek medical attention and to contact the Poison Control Center. Tide is going outside of their brand voice to do this, which usually would be against best practices. But, because of the nature of the situation, this may be a new standard in crisis management. Tide is saying, “This isn’t a game, people. We’re taking this seriously.”
- Working with Facebook and YouTube: P&G has partnered with the social media companies to take down “Tide Pod Challenge” related content. Both platforms already have community standards and guidelines in place that prohibit content that encourages this type of behavior. But P&G is working with them to be even more vigilant.
- Tapping into a Top Influencer: P&G is leveraging their spokesperson, Patriots Tight End Rob Gronkowski. Gronk recorded a video advising against consuming Tide Pods. The video quality and messaging indicate this was a quick-turn production, but this almost adds even more authenticity and legitimacy to their message.
This crisis is sure to be only one of many that P&G will have to handle this year. And the same for the rest of the CPG industry. It goes to show how important it is for brands to have a crisis communication and activation playbook – one that is both flexible and, of course, ready to put into action at the drop of a hat.
Article Source: Fortune
Pinterest released its list of the top 100 trend predictions for 2018. It’s no surprise that the list highlights the platform’s top categories of food, home, and style. But there are still some unexpected predictions as well. We’re eager to apply these trends to our own agency’s content creation. And lucky for us we only have to go to our second floor Content Studio to do it. Sure looks like we’ll be eating good in 2018!
Snap’s second official app is a tool that lets you design and build augmented reality lenses for Snapchat. The company today announced Lens Studio, a design app for Mac and Windows desktop computers. The app, which resembles the internal tools Snap uses to build lenses in Snapchat, can be downloaded here. A flood of new AR objects inside Snapchat could be a creative boon for the app, where 70 million users a day interact with lenses. – The Verge