Watching a brand being slaughtered on social media before your eyes can be a strangely compelling thing!
Is it schadenfreude?
Or is it more to do with gaining an understanding of how relentless and punishing Twitter and blogging can be if you get a campaign horribly wrong!
Whichever it was I noticed a particularly acidic Tweet tonight which was aimed directly at a US sauce in a jar company called Ragu.
I probably would have thought nothing of it except for the fact that the Tweet was from a really big US social media name Jason Falls. Jason owns a super high profile social media blog and consultancy called socialmediaexplorer so we are talking serious influence here.
So I took a look at the link which took me to a post by a blogger named CC Chapman. He had posted a blog titled “Ragu Hates Dads” – a self-admitted rant, this post really took it to Ragu in a big way on a number of issues.
Remember this is Twitter so this stuff is happening really fast!
CC Chapman would have to be typing frantically to get the post out so quickly!
What was Ragu’s social media faux-pas?
Well, it was more an entire advertising campaign miscalculation. The video which is the main focus of the campaign is below:
Apart from the obvious sexual stereotyping the video is pretty innocuous. Blokes are mainly useless in the kitchen – OK with waffles or grills, and when their wives are relieved of their cooking duties they drink cocktails or wine or sometimes even interact with the kids…
Who wrote this stuff? Ugghhh!