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After the tragedy in Boston, one brand thought it would be a good idea to tie its scone recipes to the bombing.
After every national tragedy, you can be sure that some clueless brand will try to exploit it.
In today’s episode of “What the hell were they thinking,” the food website Epicurious sent out the following tweets to its 385,000 followers...
Get your legs blown off by a terrorist? Try these scones! Lose a cherished friend? Maybe this bowl of breakfast energy can help!
Okay, those tweets are beyond absurd. So Epicurious deleted them and tweeted this alleged mea culpa:
First, let’s be clear: their earlier tweets didn’t “seem” offensive. They were offensive. The word “seem” shifts the burden of blame onto their readers, who the brand seems to think were overly sensitive. It stops short of fully acknowledging the obliviousness of their tweets....
For the one millionth time, another example of how marketing and tragedy never, ever mix! The outcome is always bad PR. And their half-baked apology only made things worse.