You aren’t dragging this candy company into a political debate
When Donald Trump Jr. tweeted a picture of a bowl of Skittles to support his take on the Syrian Refugee crisis the @Skittles twitter account was flooded with users tagging them and otherwise referencing Jr’s post.
Instead of playing ostrich or going fully the other way and attempting to get some marketing out of the situation, Skittles and its parent company Mars, Inc. deftly shut down the issue altogether with a single statement:
— Mars, Incorporated (@MarsGlobal) September 20, 2016
Boom. Done. Skittles and Mars were widely applauded for this response as their brief statement spoke volumes. Oh, and they successfully had the image removed from Donald Jr.’s tweet for violating copyright law. Neatly handled, and a perfect example of the idea that sometimes in communications less really is more.
Erik Bernstein
www.bernsteincrisismanagement.com