Gorilla Glue CEO Mark Mercurio mentioned in an electronic mail the model hasn’t altered its media plans in response to the social media frenzy however declined in any other case to remark past firm statements. The Cincinnati-based firm made its foremost communication with a Feb. 8 social post expressing empathy for Brown and noting that its Spray Adhesive product isn’t indicated to be used on hair, pores and skin or clothes. Subsequently, Melanie Blumental, Gorilla Glue’s supervisor of digital, social and public relations, told USA Today in an electronic mail that the model was not behind a photoshopped tweet that made it seem like it had retweeted a racist tweet about Brown.
Social and conventional media have saved the story alive even after Brown final week obtained the Gorilla Glue out of her hair due to the professional bono work of a Beverly Hills plastic surgeon. A giant enhance got here from a skit by Kenan Thompson and Regina King on “Saturday Evening Dwell” in a spoof ad for the law firm of Commode & Commode in search of plaintiffs harmed by dumb makes use of of Gorilla Glue. In actual life, Brown dispelled incorrect stories final week that she deliberate to sue the corporate.
In social media, a type of Gorilla Glue Problem emerged, together with a person gluing a Solo cup to his lip to show Brown’s drawback was faux, solely to strengthen that it wasn’t.
However in contrast to most unintended social media crises, Gorilla Glue’s publicity is nearly totally spot on model message – that its merchandise are for “The Toughest Jobs on Planet Earth.” Individuals who deliberately put its merchandise of their hair or on their pores and skin could are available for social media or SNL ridicule, however every case, particularly the copycats who’ve used the product in efforts to disapprove its endurance, simply serve to strengthen the model message.
Examine that, say, to Procter & Gamble Co.’s Tide Pods, which in 2017 and 2018 battled the same if extra harmful Tide Pods Problem in social media that had folks placing the toxic pods of their mouths. That drove dwelling a message P&G fought and really a lot needed to keep away from—that Pods have been harmful, notably for youths, and compelled the model to alter its 2018 Super Bowl ads to take away Pods in favor of liquid detergent.
For Gorilla Glue, this seems to be a traditional case of “no publicity is unhealthy publicity,” says Robert Passikoff, founder and president of consultancy Model Keys.
“Brown’s unhealthy information was their excellent news,” Passikoff says. However importantly, he provides: “No person died. It’s a kind of issues the place from a model perspective, nearly everyone seems to be saying, from a rational perspective, you most likely ought to observe what you’re placing in your head.”
It’s tempting for entrepreneurs to wade into any social media firestorm involving their manufacturers, however on this case, Gorilla Glue might be finest served by laying low.
“The model’s actions really feel proper for the second,” says Brian Dolan, co-founding and managing director of CPG Camp, which offers advertising and marketing coaching from model leaders. “They’ve a lot to lose by showing negligent or, worse, showing to capitalize on the state of affairs. Reinforcing directions to be used, expressing empathy for the sufferer and offering recommendation to resolve, whereas quickly pausing any media, positions them as a accountable advocate for model security.”
That the state of affairs has spawned some racist social media posts looks like it has the potential to create destructive perceptions about Gorilla Glue amongst Blacks, however Wil Shelton, CEO of Wil Energy Built-in Advertising in Los Angeles, doesn’t imagine it has primarily based on what he’s seen in social media. “They didn’t actually have management over what she did,” Shelton says.
The incident does spotlight continued deficiencies in availability, distribution and advertising and marketing of hair-care merchandise for Black folks, who’ve lengthy turned to non-beauty merchandise like mayonnaise after they can’t discover magnificence merchandise that meet their wants, Shelton says. In Brown’s case, she turned to Gorilla Glue she already had at dwelling after operating out of Got2B glued hair spray she had been utilizing.
“We do want extra accessibility for Black-owned hair-care manufacturers,” Shelton says, “and extra shelf house and availability given to them than now we have had prior to now.”
As for Gorilla Glue, this is not the primary time the model has had a pleasant February gross sales bump resulting from components past its management. 5 years in the past, the model seemed to be the primary beneficiary when Henkel’s rival Loctite model ran a category-first Tremendous Bowl advert.