For months now, mighty P&G has been battling hordes of upset parents who say that the new Pampers Dry Max diapers are ill-fitting, worthless, and even chemical burning their babies' bottoms. Can corporate PR defeat irate poop cultists?
Ad Age—the acknowledged leader in Pampers marketing strategy coverage—goes behind the scenes in the Pampers brand "war room," where Pampers media strategists plot the corporate response to a million angry parents posting a million angry message board comments about poopy diapers, featuring who knows how many millions of exclamation points. P&G sent out executives to give interviews nationwide to head off burgeoning mainstream media coverage of the controversy, deftly plotted which news outlets would guarantee maximum exposure, weighed the benefits of sympathetic coverage against the drawbacks of spreading word of the issue, and issued press releases on the subject late last week even while P&G's stock price was cratering in the market crash. The company attributes the uproar to false correlation, noting that "At any given time, 250,000 U.S. babies have diaper rash...But P&G has gotten only two reports for every million among the 2 billion Dry Max diapers it's sold so far." So, has all this money, effort, and expertise paid off amongst the core constituencies on the Pampers.com message board?
Your move, world's largest consumer products corporation.