Strategic distraction through positive PR

When Cadbury lost its royal warrant due to concerns over product quality, you might have expected the brand to face a wave of negative press. But instead of letting the story dominate headlines, Cadbury swiftly redirected public attention with a cleverly timed marketing campaign. Their ‘Made to Share’ packaging innovation - designed to reward cooks and drivers - became the talking point, receiving widespread praise from influential marketers and media outlets alike.

This wasn’t just a stroke of luck; it was a strategic move, and a textbook example of how brands can use positive PR to shift the narrative when faced with bad news. But is this a tactic all businesses should have in their crisis management toolkit? And when should it be used? To answer these questions, let's examine the tactic in more depth.

Why this tactic has worked for Cadbury's

1. Shifting the Narrative - By launching an engaging and widely appealing marketing campaign, Cadbury has successfully redirected attention from the loss of their royal warrant to a discussion about their innovative new packaging.

2. Influencer and Media Amplification - The campaign was picked up and celebrated by influential marketers, making it the dominant topic of conversation rather than the quality concerns.

3. Emotional Connection - The new packaging cleverly rewards people who cook or drive - positions of social goodwill - which creates a feel-good factor and positive engagement with the brand.

4. Consumer Memory Bias - People are more likely to remember the last thing they saw or heard about a brand. If the latest conversation is about clever packaging rather than declining quality, the brand perception remains intact.

Should All Firms Use This?

Yes, but with caution. This method isn’t a one-size-fits-all solution and depends on the type of bad news a brand is dealing with.

• Effective for Minor Reputational Issues
  If a company is facing a setback that doesn’t fundamentally undermine consumer trust (e.g., losing a royal warrant, a product recall, a leadership change), then launching a well-timed positive campaign can effectively shift focus.
• Risky for Ethical or Trust-Based Crises
  If a company is facing a major scandal - such as unethical practices, financial fraud, or a safety-related failure - then simply distracting the audience won’t work. It may even backfire, as consumers could see it as a manipulative attempt to dodge responsibility.

How Can Brands Be Prepared?

• Have a Crisis Communications Plan - Brands should have a strategy in place for handling negative news, including proactive PR and reactive messaging.
• Monitor Public Sentiment in Real-Time - Using social listening tools, brands can gauge how the public is reacting to both the crisis and their response.
• Own the Narrative - If a company knows bad news is coming, it should be ready with a pre-emptive, positive story that aligns with its values and current campaigns.
• Engage Trusted Voices - Like Cadbury’s use of LinkedIn influencers, brands should build relationships with key media and industry figures who can help shape the conversation in a favourable way.

Final Verdict

This is a smart, calculated tactic that every company should understand, but it must be executed with care. If done well, it can soften the impact of bad news. If done poorly or in the wrong circumstances, it can worsen consumer distrust.