Why that SpaghettiOs tweet drew so much ire

Tom Dougherty, CEO – Stealing Share

9 December 2013

Let’s put it this way. Pearl Harbor was not exactly a happy event.

Often, we lament that companies fail to steal market share because they think inside-out instead of outside-in. They promote what they think is important to them, not what is important to those they are trying to sway.

I bring this up because that was the problem with Campbell Soup on Saturday, when it tweeted a remembrance of Pearl Harbor Day, featuring a SpaghettiO. Campbell’s quickly apologized and took the tweet down after protests that it was not tonally appropriate on the anniversary of more than 2,400 Americans being killed.

“That is, they were in love with a character licking his lips and wearing orange sneakers. SpaghettiOs celebrating a tragic day.”

 

SpaghettiosIn the larger scheme of things, this isn’t such a big deal and I don’t really suspect SpaghettiOs will be boycotted or anything like that. But the wrongheaded thinking is another example of inside-out thinking. Campbell’s simply thought, “Oh, this is a charming character. And Pearl Harbor Day will just be an excuse to get him out there.”

That is, they were in love with a character licking his lips and wearing orange sneakers. SpaghettiOs celebrating a tragic day.

But Campbell’s didn’t think how that character would come across in context.

The lesson is that many times companies think inside-out without even a glance. They’ve been conditioned to it, but it’s not the way to go about conducting business. Or stealing market share. Always think outside-in.

See more posts in the following related categories: Campbell's Soup brand SpaghettiOs Pearl Harbor SpaghettiOs tweet

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Use Nextdoor, get rid of Facebook

  Nextdoor   Tom Dougherty, CEO - Stealing Share 11 December 2018 Use Nextdoor, get rid of Facebook About a year or so ago, I kissed Facebook goodbye. Much to my surprise, it’s making me use NextDoor more. My withdrawal from online communities probably isn’t a shocker...

Brand purpose is not what many think it is

  Brand Purpose   Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...

Retail market changes are akin to climate change

  Retail market changes   Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...

Share This