You are a huge, super cool company. You spend a fortune on branding and advertising. You are trendy, adored by many - worshiped even. Until your brand becomes the poster boy for something very uncool – and it’s not something you can control. What do you do?
Any of you familiar with Channel 4’s show ‘Dogging Tales’ may remember Les in the owl mask, spraying himself with Lynx, holding it up to the camera and telling us it was THE scent of choice for dogging – “You can’t beat it.”
There you have it, Lynx it can make anyone pull, even an old guy called Les in an Owl Mask that seems a bit like a dirty old perve. How you react to this unfavourable brand advocate can make or break you. I’m sure everyone remembers when the Burberry became the brand of choice for chavs (with many thanks to Daniella Westbrook dressing head to toe in its print).
With just under 3% of the 1.99 million watching the show logging into Twitter – tweets pouring in like “After watching #DoggingTales I’m beginning to question why I was given a lot of lynx and joop at Christmas now!” and Alan Carr broadcasting to his followers: ‘Lynx spends millions on advertising and then this happens!”
If you can’t beat them, join them. With a few great tweets, a crisis room picture and a mock-up of a limited edition ‘Lynx Owl’ – they owned the conversation. Lynx is still cool, even if it is the only choice for dogging.