I-Autopsy ye-Ad Ad Worst in Memory Memory Yamuva
Ithimba lokumaketha le- Pepsi kumele liphefumule isibonakaliso esinzima sokukhulula okwamanje, ne-United Airlines yangamuva ye-Debacle ithatha ukushisa kude nesikhangiso sabo sakamuva. Kodwa, ungenzi iphutha. Ithenda ye-dollar yama-dollar ayizinkulungwane ezikhiqizwa yiqembu likaPepsi lakwa-Creators League Studio. Ake sibhekane nakho, uma i-SNL ihlanganisa inhlekelele yakho ye-PR, uyazi ukuthi uhlaselwe.
Lapho isikhangiso sisungulwe ku-intanethi, ukuhlehliswa kwe-backlash kwakungashesha futhi kwadabuka.
Inkulumo ethi "ithoni izithulu" ingase izwakale kulo lonke izwe, futhi abahlaziyi behluleka ukulinda ukubhubhisa bonke labo abathintekayo ekudalweni kwayo. Kubikwa ukuthi uKendall Jenner wathola u-$ 4 million ukuze avele esikhangisweni. Izindleko zangempela zokwenza ucezu olunjalo lwethelevishini ludlula leyo mali. Ngakho umbuzo kufanele ubuzwe ... lokhu kwenzeka kanjani? Kungabonakala kanjani lokho (ikakhulukazi kithi) isiqeshana se-pandering esicacile, esenza kancane kakhulu futhi sishaye indiza abathengi, senzeke emoyeni? Ake sibheke.
Kuthatha umuzi ukukhuphula isinengiso
Okokuqala, akulungile ukungamangalela ithimba lendawo ngaphakathi. Ithimba lekhaya lingenamandla angenamkhawulo ne-corporation; Ngokuphambene nalokho. Ezimweni eziningi, amaqembu angaphakathi endlini alula kakhulu ukuwasebenzisa futhi aqhubekele. Abantu bangesaba ukukhuluma ngenxa yokwesaba ukuxoshwa, futhi imibono yezinhlangano ezikhangisa zangaphandle ngokuvamile ihlonishwa kakhulu kunelabo abasebenza esakhiweni.
Cha, lokhu kudlula umnyango wokudala. Okokuqala, kukhona okufushane. Lesi sikhangiso asizange siphume ngaphandle kwe-vacuum. Omunye, endaweni ethile, waphonsela isu (uma ungabiza lokho) wePepsi njengesixhumanisi esikhulu; umkhiqizo ongaletha izingqikithi ezinkulu ngokuthula nokuvumelana. Akungabazeki ukuthi idumile "Ngithanda Ukuthenga Izwe I-coke" isikhangiso saqala ukudlala futhi.
Lona kwakunguPepsi ezama ukuphinda avuselele lokho esikhathini sanamuhla, futhi ahluleke ngokumangalisayo. Futhi, yiqiniso, izenzakalo ezenzeka emhlabeni jikelele, kanye nesiko sama-pop, zineqhaza lokudlala.
Kodwa, ngenxa yokuphikisana, ake sithi lo mbono weza ngokuqondile kubasebenzi be-Creators League Studio, ngaphandle kokushesha noma ukucasula. Uma ngabe ... bonke badinga ukushaywa ucingo olujulile mayelana nesimo samanje sezwe, futhi indawo iPepsi nokukhangisa kudlala kuyo.
Ithimba elibhekene nalo lizodinga ukufaka lo mbono kubantu abaningi. Kukhona uchungechunge lomyalo kunoma yimuphi inhlangano, futhi uPepsi akahlukile. Lokhu kuzodingeka kuhambisane nemigomo yokugunyaza, ukubuyekezwa kweskripthi, nokuhlangana kwemikhiqizo. Awusisebenzisi izigidi zamaRandi kunento enkulu ngaphandle kokubhaliswa kwabanye abantu abaphezulu ePepsi. Ngesikhathi sokubhala lokhu (okuningi kungashintsha ekukhangiseni ngesonto), lokho kuzodingeka kufake isikhulu esiphezulu se-globe uBrad Jakeman, kanye no-CMO Greg Lyons osanda kuqasha, owethulwe ebhokisini ngoFebhuwari. Khuluma ngokukhubeka ngaphandle kwesango.
Isikhangiso esinjengalokhu singathatha izinyanga ukuthuthukisa, ngakho-ke kungenzeka ukuthi i-Lyons ivele ekukhiqizeni isikhangiso lapho amagiya esevele ehamba.
Nokho, lokho akusilo isizathu. Ukubukeka kokuqala ukubhala phansi, amabhodi wezindaba, ukusetshenziswa kweJenner, noma ukufakwa kwesitayela se-Black Lives Matter kumele kubangele ukuthi kubangele amaflegi amakhulu obomvu ekuqaleni. Noma yikuphi i-CMO edingekayo usawoti wayo bekuyobe sekuyeke lokhu kulezi zindlela. UMnu. Lyons akazange akhulume, okwakhulunywa kakhulu ngesahlulelo sakhe, isakhiwo sokuphatha ePepsi, kanye nendima ye-CMO.
I-Aftermath Yathinteka Kanye Nje Ngokwempofu
Ngemuva kokukhangisa, futhi umfula we-vitriol wabathengi wangena kuwo, kwakukhona elinye ithuba lokulawula le ndaba. U-Pepsi wayengase akhuphuke futhi wathi "wow ... siphuthele ngokuphelele uphawu lapha. Siyaxolisa kakhulu. Isikhangiso sithathwe, futhi sibheke ezinkambisweni zethu zangaphakathi ukubona ukuthi lokhu kwenzeka kanjani. " Kodwa, akukona okwenzekile nhlobo. U-Pepsi wavikela isikhangiso okwesikhashana, ngaphambi kokuyidonsa ngokuthula futhi ethandaza ama-parodies ayeyoyeka.
Abazange.
Umqondo wokuthi owesifazane osemncane ocebile, ongenalwazi ngezinkinga eziningi esibhekana nazo nsuku zonke, angakwazi ukuxazulula izinkinga ngePepsi engaphezu kokuhlekisa. Futhi i-intanethi yasabela ngomusa. Ngisho noBernice King, indodakazi kaMartin Luther King Jr., kwakudingeka athi okuthile ku-Twitter: "Ukube ubaba kuphela wayengazi ngamandla ka #Pepsi."
Lokhu kwakuyi- crash isitimela sePepsi. Ukuthi kwenzeka kanjani kwaba ngaphansi kwezici eziningana, kuhlanganise neqembu, ucwaningo, izimpilo ezivikelekile (bangaki abangamakhosi abakhulu asePepsi abazi izinkinga zabasebenzi baseMelika abasebenzayo?), Imihlangano yokuzibonga, ukungaboni kahle, isiko lenkampani elingenakubona ihlathi lemithi, nokwesaba. Yebo, ukwesaba ukukhuluma, ngoba kwakukhona abantu abahamba ngendlela eyazi ukuthi lokhu kwakubi kangakanani. Abazange baqaphele ukutshela uMbusi ukuthi wayengembathanga noma yikuphi izingubo.
Akungabazeki ukuthi u-Pepsi uzobuya (futhi ... ngiyabonga u-United kusuka ku-Brad Jakeman noGreg Lyons), kodwa uzoqhubeka njengenye yezikhangiso ezimbi kunazo zonke ezenziwe. I- PR evela kuyo yayinzima, amasheya e-Pepsi ahlaselwe inani, futhi izigidi zamaRandi zachitheka.
Cabanga ngokunyakaza kwakho okulandelayo, Pepsi ngokucophelela. Izwe libukele.