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- Title
DRINKS TO DIE FOR.
- Authors
Foltz, C. Rae; Brooks, Bradley W.; Cox, Steven M.
- Abstract
Hacienda, a Mexican restaurant headquartered in South Bend, Indiana, utilized a billboard advertising campaign in 2011 that created a local firestorm among consumers. Its billboards depicted a large frozen drink with a caption: “We’re Like a Cult with Better Kool-Aid.” Slightly smaller text stated: “To Die For.” A community that still bristled at memories of former local pastor Jim Jones and his People’s Temple ministry responded with highly negative emotion to the ads. Jones and roughly 1,000 of his followers had committed mass suicide in 1978 – only seven years after the group had left Indiana. This decision-based critical incident illustrates the potential unintended effects that a consumer business’ promotional campaign can have on its reputation and on its brand.
- Subjects
SOUTH Bend (Ind.); INDIANA; HACIENDA Mexican Restaurants (Company); PUBLIC relations; MARKETING strategy; BRANDING (Marketing)
- Publication
Journal of Critical Incidents, 2012, Vol 5, p107
- ISSN
1943-1872
- Publication type
Article