Ask any 21st Century marketer about brand building and they will tell you ‘it’s all about the story’.
Every brand works to tell stories that draw people in; that they want to share.
The obvious social deafness of major brands is hard to fathom, with Nivea and Pepsi being two of the most recent.
Nivea’s “White is Purity” ad was pulled and the entire campaign canceled two days after its appearance on Facebook.
The company provided what has come to be a boilerplate apology.
“We are deeply sorry to anyone who may take offense to this specific post,” the company said in a statement. “Diversity and equal opportunity are crucial values of Nivea.”
Within days it was Pepsi on the social media hot seat for an incredibly insensitive, incredibly white ad focusing on the Black Lives Matter protests.
The ad was pulled in hours, although, as you can see, nothing posted is ever truly deleted; here is Pepsi’s gussied up version of the boilerplate apology.
“Pepsi was trying to project a global message of unity, peace and understanding. Clearly, we missed the mark and apologize,” the company said in a statement on Wednesday. “We did not intend to make light of any serious issue. We are pulling the content and halting any further rollout.”
Nivea’s story was from an agency, while Pepsi’s was developed in-house.
While I’m no fan of social media in general and its penchant for spreading fake news, in this case the lightening reactions actually did some good.
Heineken is another story (pun intended) entirely and has the awards to prove it, so it isn’t surprising that it was Heineken that successfully created the story the others screwed up so badly.
The take-away is that stories are a two-edged sword, so be sure to do them outside the echo chamber or don’t do them.