Wrapping around the release of Thor: The Dark World, Charmin posted a tweet that sent the Twitterverse aflutter.
— Charmin (@Charmin) November 8, 2013
Along with the tweet, this picture:
The only terrible thing was that the tweet was deleted just as fast as it was released. Charmin isn’t new to funny potty-puns, so why they decide to pull the plug on something that generated 1,454 retweets and 693 favorites in just 100 minutes, a viral success in any PR person’s mind.
Yes, brands have been known to screw up seemingly harmless posts (we’re looking at you Home Depot), but other brands have capitalized on making the most of outrageous and possibly controversial statements. A great example of how a brand stuck to their PR guns and persevered is Kmart’s “Ship My Pants” commercial, with currently 19,815,265 views on YouTube.
The takeaway? PR pros need to remember this: Use common sense and don’t offend, but if you have an opportunity to make a punny statement, TAKE IT! It’s not often that a brand can capitalize on something that relates to their brand and at the same time every member of the audience (probably why puns relating to “swear words” do so well). In Charmin’s case, I think they missed an awesome opportunity to become a viral hit.
What do you think of Charmin’s tweet? How have brands offended YOU and why were they offensive?