Epicurious, the online recipe website,
shared their condolences too...well,
sort of:
Why, Epicurious, why? Much like
Kenneth Cole, Epicurious saw a
large event that everyone was
talking about and wanted to capture
this attention and funnel some of it
toward itself. It's entirely possible that
whoever posted these tweets meant
well, but he or she really should have
double-checked with some others
first to see if they were appropriate.
It's perfectly fine for a brand to offer
its condolences during a tragedy -
but not if it is only to plug its services.
In situations like this, people can
tell when something is sincere and
when something is phony. You know
the expression "when in doubt,
throw it out" for when you're unsure
whether food is still edible? If you
have to question whether it is morally
acceptable to use a news event like a
bombing or uprising to promote your
product, don't risk it - throw it out!
epicurious
epicurious
@epicurious
@epicurious
In honor of Boston and New
England, may we suggest: whole-
grain cranberry scones! epi.
us/14sahKi
Boston, our hearts are with you.
Here's a bowl of breakfast energy
we could all use to start today: epi.
us/LJGHa8
LESSONS LEARNED
• Choose your events carefully
• Offer something that's actually of value
• Be respectful & tasteful
• Don't shamelessly try to relate anything and everything to your brand
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