Back in September when we were all remembering to never forget, and numerous brands were using 9/11 as an opportunity to sell us some stupid thing or other, we all put on our scolding pants and social media-shamed the practice. This wasn’t the first time brands had stepped in it when it came to a national tragedy as advertising opportunity of course, and, as we saw today in the tweet above (via via), it wouldn’t be the last.
We apologize for our recent tweet in remembrance of Pearl Harbor Day. We meant to pay respect, not to offend.
— SpaghettiOs (@SpaghettiOs) December 7, 2013
It could’ve been worse, I suppose.
— Luke O’Neil (@lukeoneil47) December 7, 2013
This wasn’t the first controversy a Campbell Soup Company product was involved in on social media this week either. You remember the “epic” Twitter meltdown from Pace Salsa the other day? While parts of that seem to have been a hoax now, what happened in both of these instances? People everywhere began talking about Pace Salsa and SpaghettiOs. When was the last time you talked about either of those products? I haven’t even thought about the existence of SpaghettiOs in years. And yet, here we are, talking about them, thinking about them, having involuntary fond memories of eating them as a child.
I’m not suggesting that this Pearl Harbor tweet was a calculated move by the company to Inception themselves into the national consciousness today, but at this point if you’re a marketer you almost have to consider that as a viable option going forward, right? You can’t argue that it gets results.