by Elizabeth Lemuz
PR is a good tool that all companies should use to help them grow. They also help them when they begin to fall apart. Bud Light recently had a small mishap with a new advertising bottle label. PR Daily brought up the situation but didn’t really discuss much about it in “Bud Light apologizes for label that promises to turn ‘no’ into ‘yes’”. What Bud Light is being mistaken here for is for making an inappropriate suggestion to the public.
The company has brought out a new campaign titled #UpForWhatever. One specific label made the public think of the company as supporting date-rape. The label on the bottle reads, “The perfect beer for removing “No” from your vocabulary for the night”. Things like this can be taken in different ways, but it is obvious which one the public understood first.
In an article titled, “At Bud Light, Plenty of ‘Yes’ Went Into the ‘No’ Label,” from The Wall Street Journal, it discusses how the campaign was created to spark a higher social media presence from beer drinkers. The article also writes how the label “started to generate anger and disbelief”.
The company clearly was trying to create a catchy ad that would become popular with a younger generation. There are many excuses in the articles that the company had for the reason that the label made it to public access. When dealing with a crisis it is important to be transparent to your public and staying in constant communication with them as well.
The public is what really makes or breaks a company. The consumers are purchasing what is advertised to them if is something that they enjoy. If a company pulls a stunt like what this company did, it tends to end badly. Bud Light did release a statement that is in the PR Daily article. They described the company as “missing the mark”, but companies can’t be “missing the mark”. I commend the company for releasing an apology to the public and making it clear as to what actually went wrong.
I believe that allowing the advertising team and the PR team to work together is a good idea. Sometimes creativity may get too involved in a situation and can prevent companies from thinking of what their general public will actually think of its product.
Citations:
“At Bud Light, Plenty of ‘Yes’ Went Into the ‘No’ Label”. The Wall Street Journal. Dow Jones & Company, 2015. Web. http://www.wsj.com/articles/anheuser-cans-controversial-bud-light-slogan-1430347201
“Bud Light apologizes for label that promises to turn ‘no’ into ‘yes’”. PR Daily. Ragan Communications, 2015. Web. http://www.prdaily.com/Main/Articles/18567.aspx
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