They make some great clothes but their marketing approach isn’t so good…

, , , , , , ,

Picture the scene. You’re a well known American fashion brand and you’ve just launched your new Spring 2011 collection.

Meanwhile, on the other side of the world there is serious unrest in Egypt with people dying for their beliefs.

The social networking site Twitter was full of comments and updates about the situation in Cairo. For those of you not familiar with Twitter, posts on the site can be preceded with a hashtag so that people can easily search for a particular item.

The #Cairo hashtag was being used on Twitter to report from the troubling events in Egypt.

Somebody from the fashion brand Kenneth Cole came up with the idea of hijacking the #Cairo hashtag to promote their new fashion collection. Their inappropriate Tweet is shown below.

Guerrilla marketing can be very successful. Our earlier posts on the Bavaria girls and the Hugo Boss yacht for example identify guerrilla marketing tactics that can work.

Kenneth Cole’s highjacking of the #Cairo hashtag though received large scale condemnation and probably hasn’t done the brand too many favours.

They subsequently removed the Tweet and issued an apology.

(Un) Happy Christmas Mr Orangutan
Advertising can have a dramatic impact on what people buy and in countries which celebrate Christmas, one of the busiest buying seasons is upon us.[..]
Legal issues for the Big 4
If you ask a person in the street the question “What do the Big 4 do?”, the chances are that you’ll either get a funny[..]
Don’t sweat your exams
Most people enjoy it when the weather gets warmer. Sunny weather often makes people happier but some recent research indicates that a heatwave may not[..]
#problemswithreturns
It’s common knowledge that high street shops are struggling. A number of household names have gone (or are going!) out of business and one of[..]
Step on it...
You probably haven’t heard of Klaus Maertens but I reckon that most of you will have seen what he started. Klaus was a German soldier[..]