In the wake of LaFlamme’s withdrawal, brands should be careful when jumping on hot topics: experts

Tara Deschamps, Canadian Press

Published on Friday, August 26, 2022 at 8:45 AM EDT

Last updated Friday 26 August 2022 8:45 AM EDT

Marketing experts say brands billing themselves in honor of the recent dismissal of CTV National News host Lisa LaFlamme should watch out for headwinds.

Companies that incorporate news moments into their branding risk being viewed as opportunists and should be prepared for additional scrutiny from customers and employees when tackling hot-button issues, says retail analyst Bruce Bruce. Winder said.

“No one is perfect, right? Every brand has a skeleton in their closet…and this one is very open to scrutiny…so before you start throwing this one away, make sure your home is in order.” You better make sure you’re there,’ he said.

“This is a very risky move as there could be some backlash if there is something hidden in the closet related to what both companies have done.”

Winder’s remarks came after fast food chain Wendy’s changed the profile picture on its Canadian Twitter account to a mascot with white hair instead of the usual red hair.

The tweet reads, “Because a star is a star regardless of hair color,” and features two star emojis and a hashtag that includes LaFlamme’s name.

Media reports have linked LaFlamme’s ouster from Bell Media to her decision to stop dyeing her hair during the pandemic.

Earlier this week, Dove Canada hinted at the dismissal of LaFlamme, who worked for the network for 35 years, in a campaign called “Keep the Gray,” which proclaimed that “age is beautiful.” should be able to do this.”

Dove never mentioned LaFlamme in the campaign. LaFlamme donated her $100,000 to her Catalyst, a women’s advocacy group, and encouraged others to grayscale her profile picture.

Neither company nor Bell Media immediately responded to requests for comment.

Winder, however, felt Wendy’s campaign was “perhaps a little shallow”, while Dove was “deeper and more serious”.

“But both brands seem a little opportunistic as they tap into what’s hot of the week and what’s trending this week. They seem to be trying too hard.

Joanne McNeish, on the other hand, felt Wendy’s campaign didn’t make much sense because the brand has never been associated with ageism or gray hair.

“With Wendy’s, you’re going to sink like stone,” said an associate professor of marketing at Toronto Metropolitan University.

“It wouldn’t cost a lot to try, but they could have been smarter how to do it.”

However, she said Dove has long been linked to those topics and has campaigned on gray hair for 15 years.

“These campaigns are most effective when there’s a relationship and foundation for the work you’re doing and the cause you’re supporting,” she said.

But there are both risks and rewards in associating brands with trending news stories, she warned.

If a campaign actually resonates with customers, a business can easily draw attention to their brand and lead to sales, but such advertising brings a new level of scrutiny to the business. will also be

“There’s actually a real artform in figuring out how to respond to these situations, because sometimes these are things that give you a big boost in consciousness, or you get a sale, or you find something later. , there’s another part of the problem that wasn’t clear to you,” McNeish said.

Winder added that companies need look no further than Pepsi to understand the risks.

The soda giant created a 2017 ad featuring model and “Keeping Up With The Kardashians” star Kendall Jenner, joined protests and handed police officers Pepsi to ease tensions.

Many saw the ad as trivializing the Black Lives Matter movement.

“So the risk is very high,” Winder said. “It may resonate with certain people (and be) very popular.

Risk-taking companies must act quickly and confront the moment before the zeitgeist and other brands overwhelm them, McNeish said.

“Only a few people can really reap the rewards of being in a relationship…so you have to be ready to jump into these situations.”

CP24 is a division of Bell Media.

This report by the Canadian Press was first published on August 26, 2022.

In the wake of LaFlamme’s withdrawal, brands should be careful when jumping on hot topics: experts

Source link In the wake of LaFlamme’s withdrawal, brands should be careful when jumping on hot topics: experts

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