‘Tis the season for fun and festive holiday-themed offerings from companies. But what happens when your company’s holiday product doesn’t quite meet consumer expectations? As Reese’s recently found out, taking on critics in a clever way can actually generate more brand goodwill. (highlight to tweet)
It started innocently. Consumers purchased Reese’s Peanut Butter Cup Trees, expecting to find a tree-shaped piece of candy. Unfortunately for Reese’s, what consumers actually found didn’t quite resemble the shape of a tree.
@ReesesPBCups Does this look like a Christmas tree to you?? #Christmas #Reeses #IIIShowYou pic.twitter.com/GqCIH99zBa
— Bucky Keen (@DoomBucky) November 2, 2015
With consumer conversations about the misshapen trees reaching a fever pitch on social media, Reese’s took a unique approach by taking on its critics in a clever way with a series of content proclaiming #AllTreesAreBeautiful.
REESE’S celebrates trees of all shapes and sizes. It’s not what it looks like, it’s what it tastes like. pic.twitter.com/8KURar00UX
— REESE’S (@ReesesPBCups) December 2, 2015
Woke up like this. #ThankYou #AllTreesAreBeautiful pic.twitter.com/rbvgWqqXup
— REESE’S (@ReesesPBCups) December 3, 2015
REESE’S Trees break the mold. #AllTreesAreBeautiful #NationalCookieDay pic.twitter.com/p7tqL4xnoK
— REESE’S (@ReesesPBCups) December 4, 2015
Just as controversial, but a lot more delicious #AllTreesAreBeautiful #Treegate pic.twitter.com/qIg0FR1Xc5
— REESE’S …
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