Averting a Crisis
Arnott's turned potential liability from product
launch
into favorable publicity
Sarah Emerson
Background
In early 2004, Arnott's, an Australian biscuit
(cookie) maker, extended its product line to include
new, indulgent flavors for adults. This extension included
Tia Maria flavored Tim Tams, a coffee liqueur flavored
version of one of Australia's most popular biscuit brands,
and Kahlua flavored slices. Although these products
were marketed to those of legal drinking age in Australia,
primarily women aged 20-54, the media reacted strongly
to the allegations that these products were corrupting
Australia's youth and giving them an early introduction
to alcohol. In response, Arnott's began its own campaign designed to
publicize its intentions and to challenge those claims.
The Response
This campaign, along with public opinion
responses cited in the Australian print media, succeeded
in turning a potential problem into an asset for the launches of
these products. The overall bias of journalists toward
these products was more often positive. Even the tone
of associated issues, which was anticipated to be critical,
was less condemnatory than would be expected. The only
wholly negative response came from politicians, who
felt that this move by Arnott's was contrary to current
policies aimed at educating young people about the dangers
of underage drinking.
[ Click to Enlarge ]
By presenting a consistent and united front on the issue, Arnott's
successfully countered criticism and gained many supporters along the way.
Several specific messages were successfully conveyed, each of which discredited
the allegations leveled against Arnott's. The top three messages by media impact – overreaction,
alcohol in foods not being new and the low alcohol content of the products – seemed
to be based on a common sense approach to the topic. These messages achieved
a higher impact than any of the concerns which were expressed negatively.
[ Click to Enlarge ]
In the end, the publicity generated from this controversy probably
did more to successfully launch the products than any straight advertising
or media relations campaign could have done. Although it seems that
Arnott's has successfully averted a major crisis involving its new
liqueur flavored products, concerns about underage drinking, and the
possible effects of products like these, are likely to persist.
[ Download
a full copy of this report ]
A New Kind of Drug War
The battle over re-importation heats up in an election
year
As the United States gets ever closer to the November presidential election, one of the topics both candidates will have to address is the subject of Canadian drug re-importation. [ READ FULL ARTICLE ]
|
