PR Crisis Blog
Adidas
The problem: In 2017, the Adidas team sent a marketing email to participants of the Boston Marathon with the subject line, “Congrats, you survived the Boston Marathon this year!” The email was sent the day after the 2017 Boston Marathon, just four years after the Boston Marathon bombings in 2013. The bombings in 2013 killed at least three people and injured 264. Adidas immediately responded to the controversy by saying, “We are so incredibly sorry. Clearly, there was no thought given to the insensitive email subject line we sent Tuesday. We deeply apologize for our mistake.” Adidas, an athletic apparel store itself with a focus on sports, claims, “The Boston Marathon is one of the most inspirational events in the world. Every year we’re reminded of the hope and the resiliency of the running community at this event.”
The response: Participants immediately responded to the email with tweets issued towards Adidas, calling out the insensitive subject line. Individuals asked Adidas to reconsider the person in charge of the email and questioned how nobody amongst the advertising team caught the issue before the email was approved and sent out. Adidas quickly responded to the backlash within the same afternoon that the email was sent out. Adidas CEO Kasper Rorsted apologized, “we hope also that the consumer will forgive us for that mistake, which we are thoroughly sorry about.” The quick response by the Adidas team made consumers feel heard and respected, which was seen by the lack of obvious dip in sales following the event.
My thoughts: Although I am confident that the insensitive subject line was a mistake, it is interesting that the email was approved. Adidas may not have lost sales in this crisis, but if this incident were to happen again that would be harder to forgive for consumers. Before sending out emails or posts on social media, companies really need to take a deep look into the connotations of their actions. The immediate response to negative feedback was a move that more companies should follow, because often consumers are left even more upset from a lack of response to crisis from a brand. The quick response may have saved the company this time, but the audience will expect better from now on from Adidas.
Victoria’s Secret
The problem: In an interview with Vogue, Victoria’s Secret’s chief marketing officer Ed Razek said, “we attempted to do a television special for plus-sizes. No one had any interest in it, still don’t.” In addition, “We’ve had transgender models come to casting… And like many others, they didn’t make it… But it was never about gender. I admire and respect their journey to embrace who they really are.” Consumers responded that they will not support Victoria’s Secret because of this lack of inclusivity. Ed Razek responded to the backlash on twitter, “My remark regarding the inclusion of transgender models in the Victoria’s Secret Fashion Show came across as insensitive. I apologize. To be clear, we absolutely would cast a transgender model for the show. We’ve had transgender models come to castings… And like many others, they didn’t make it… But it was never about gender. I admire and respsect their journey to embrace who they really are.”
The response: Consumers feel that Victoria’s Secret has not proven themselves to be inclusive and many are boycotting the brand. Many individuals feel that Victoria’s Secret campaigns are outdated compared to the body-positive and diverse campaigns that their competitors are doing such as American Eagle’s Arie. The company features airbrushed images in their store-fronts versus Arie’s variety of models of different skin colors and body types. Victoria’s Secret has had a decrease in sales in recent years, causing them to close stores across the country. In 2018, they closed 30 stores and by the end of 2019 they will have closed 53 more. In addition to the decline in sales, the viewership ratings of the show have decreased each year. The decrease in sales has caused tried to bring more body-positive and inclusive marketing within their stores. They have since launched more body-positive clothing and extended their size range.
My thoughts: In this situation, Victoria’s Secret needs to be more inclusive regardless of what they believe suits their brands. Consumers have expressed demand for the company to be more body-positive and inclusive, so there is huge opportunity for brands to re-assess their marketing strategies. Competing companies such as American Eagle’s Arie and Rihanna’s new line of lingerie have proven that companies can be more successful if their consumers believe they are welcome and supported by that company. Although not everybody will agree with certain decisions, the drop in sales means that Victoria’s Secret needs to change.
