Needless to say, Donald Trump is under fire from all quarters for this insensitive and crass comment about women.
How has Tic Tac, the brand, responded to this controversy?
It has joined the growing number of people who are denouncing Trump, by putting out a tweet, ‘Tic Tac respects all women. We find the recent statements & behaviour completely inappropriate and unacceptable.’
Will this negative controversy benefit Tic Tac? Of course it will! Without spending a cent it has got millions of dollars worth of free publicity from all around the world.
Also, its stature as a responsible / respectable brand will move north because of the mature and gentlemanly manner in which it has responded to it!
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About the Author:
In this series, Rajesh Srivastava, Business Strategist and Visiting Faculty at IIM Indore gives you a regular dose of strategy case studies to help you think and keep you one step ahead as a professional as compared to your peers. Rajesh is an alumnus of IIM Bangalore and IIT Kanpur and has over 2 decades of experience in the FMCG industry. All previous Strategy with RS posts can be found here.
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