While most brands have taken advantage of social media platforms, enabling them to boost their digital marketing efforts, sometimes the ubiquity of such tools can also be a hazard as it literally became for Proctor & Gamble (P&G). Its washing detergent Tide has multi-coloured versions to be tossed into washing machines. The colours instead attracted youngsters who started posting pictures on social media about this. P&G was then contacted by the American Association of Poison Control with several of these cases. The company’s rapid response to this grave situation was one very well dealt. To begin with, they removed the videos of the Tide Pod Challenge from YouTube. A peer level influencer was then recruited to drive home the message against this practice. That influencer was New England Patriots’ Rob Gronkowsi. Legal and medical experts were also drawn in to speak out on social media against such things and for parents to be more vigilant.


Uploaded Date:06 February 2018

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