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THE BROAD VIEW

A case of foot-in-mouth disease

Whether you are a business pushing out an edgy ad campaign, or one with an unsolicited media crisis on your hands, in the Internet age you are just keystrokes away from things going "viral". It is important to be prepared.

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According to one estimate, the Dolce & Gabbana PR disaster could potentially cost the brand 400 million euros (S$623 million) in lost sales in China alone.

LIKE many bad ideas, it started innocuously enough. In late November, Dolce & Gabbana uploaded a series of videos on its social media platforms that starred a young Chinese woman wearing a red sequin dress. She was seen struggling to eat a variety of Italian dishes using her chopsticks.

sentifi.com

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