Fortune 500 companies sometimes can’t resist the social media mistake of subtle commercialization, which usually backfires. Here, General Mills eulogized their hometown legend, Prince, by being too cute with a Cheerio dotting the i.
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In another General Mills advertisement from the brand, Hamburger Helper, their “helping hand” mascot, “Lefty,” a four-fingered, left-hand white glove was pictured and referenced.
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“Respect for the home team. A glove can only take so much sadness.”
The social media backlash was immediate and intense, criticizing the product-pushing cuteness and insensitivity of these brands as the world mourned an incredible talent’s untimely death. The “tributes” were cancelled.
“Pay tribute to the man,” Ad Week admonished, “don’t make it about your brand.”
Social media does not call for advertising as usual. It is a game that many established corporations don’t yet know how to play. Big brands must not play cute to push product in tragedy. From September 11 memorials to domestic abuse awareness hashtags, companies have tweeted in bad taste, attempting to jump on the pop culture bandwagon.
In media coaching, we usually recommend branding. But not in response to tragic events. If companies are going to insert themselves into the conversation, it must be straightforward and commercial-free.