love. without the handles.

The Worldwide Lovers Campaign

The Brownface Crisis

http://www.youtube.com/watch?v=eLgaFUOrdLM

The Healthy Snacks IndustryKey MessagesThe industry of healthy snacks is thriving.

Popchips holds a solid position in the healthy snacks market.

Popchips is defined as a premium snack available at over 20,000 premium supermarkets nationwide and a number of high-end distribution channels.

Celebrity EndorsementKey MessagesCelebrity endorsement is prevalent in brand management.

Celebrity endorsement is a powerful strategy in marketing.

Ashton Kutchers success in the digital industry and on social media platforms made him the perfect fit for Popchips.

Digital Industry and Viral CampaignsKey MessagesSocial media platforms are the new norm for the digital industry. Social media has become the new public relations.

Social media can be a useful tool, but can also be a nightmare-looming PR crisis.

Similar CasesCoca-Cola Mirage

Acura Transactions

Volkswagen Get In. Get Happy.

Other Companies Involved

Zambezi shot the commercial campaign. Alison Brod PR invested in and promoted the Popchips campaign. The New York Times & The Washington Post, specifically Stuart Elliot from The New York Times and Sarah Anne Hughes from The Washington Post covered this campaign.

Timeline

WedThurs

Worldwide Lovers Campaign Launch Mid-Morning: Public Outcry and Complaints Afternoon: CEO Apology Late: Dash Call and Video Goes Private TMZ Reported the Controversy Video pulled from Popchips Facebook Raj removed from future ads

Sun Mon

Comedian Hasan Manhaj creates slam video against Ashton Kutcher

The rest of the Worldwide Lovers campaign launched

Tweets

AnalysisRooted in racism.

Poor branding.

Lack of total transparency.

Timely response.

Clear and consistent response.

Final Outcome

Popchips suffered short term damage but no decrease in sales. No hard feelings between Popchips and Ashton. Katy Perry takes over.

Works CitedNigel spreadrumors.com Darl thefw.com Ashton mememachine.viralvideochart.com Raj abcnews.go.com Swordfish bmpr.com Bombay india.blogs.nytimes.com bulltets www.greenpolkadotbox.com CocaCola www.vosizneias.com Acura content.usatoday.com Volkswagen repeatingislands.com Katy Perry popdust.com Twitter Posts @dasracist, @anildash, @amaditalks, @mslooola @maxsilvestri