a tweet has cost Hawkers in Mexico an advertising contract in Formula One. All for a unfortunate comment of the brand that intended to take an advertising course ended in disgrace for the company
We have the success story of the company Hawkers, which offers quality glasses and a wide variety of designs at an affordable price, carrying as sales channel only the on-line and their success has been such that they have expanded its sales in many countries such as Australia, Germany, Italy, , and entering new markets as it did with his Hawkers in Mexico.
Hawkers in Mexico loses an advertising contract in Formula 1
And business was doing very well. As part of its promotion around the world, Hawkers had personalities as ambassadors alex rinsthe Spanish pilot, and was even associated with Sergio Perezfamous Mexican formula one driver for launch a limited edition eyewear model with Hawkers in Mexico.
That until a tweet caused a media chaos for the company. Hawkers has been recognized not only for and very good sales with their glasses, but also for create very risky advertising strategies that can often hurt feelings, and this time he really succeeded.
A misguided tweet
On this occasion, on the occasion of the victory of donald trump in the United States elections there is a sensitivity due to Racist comments What has the candidate had? towards the mexicansand despite what they have had about it, not always good use this type of news as advertising.
The official account of Hawkers in Mexico posted a tweet (which has since been removed) where the company he made fun of the mexicanspromoting the use of their glasses “so that their swollen eyes are not noticeable tomorrow in the construction of the wall” (the wall that Donald Trump used as an electoral argument and that he even promised that Mexico would pay for it).
The joke” has not been well taken by users in Mexico, and Sergio Perez answered quickly to the comment announcing that broke his relationship with the brand. This of course will greatly affect Hawkers, since in addition to the advertising against you that has been released, the sponsorship with Pérez I was only a few weeks old and special edition with your name It would just go on sale at the end of this month.
What a bad comment, today I am ending my relationship with . I will never let anyone make fun of my country!
– Sergio Pérez (@SCHecoPerez)
apology is not well received
Hawkers in Mexico reacted a few hours later through a video 3 minutes long as an apology from its co-founder David Moreno where it said the following:
“I want to ask my deepest apologies to all the people who have been able to feel offended for the message we have posted on our Hawkers Mexico profile. I want to say both on my own behalf and on behalf of our team that this unfortunate joke in bad taste it does not represent our way of thinking.
We are against any manifestation of hate, of any expression of racism, we are against any type of discrimination. We are a young company, enterprising people, tremendously respectful and towards the Mexican people we do not feel anything other than an immense affection. I know that certainly this is not the best way to communicate our discomfort, but I think that if I’m here to collect awards and receive praise, I should be at this moment. my personal apologies. I send a big hug and I remain available through my Twitter profile.
We have made a serious mistake. Today CM means Maximum Shit. It will not happen again
– HAWKERS MX (@HawkersMX)
But from the responses you’ve gotten, This has not been enough as you can see in the following comments:
And that’s how a brand falls from your grace. That is why it is important to hire professionals in .
– AmauryShow 🦖 (@Amauryshow)
Hello what’s your name? Did they authorize that tweet? by saying “I’m totally Mexican” are you holding yourself responsible and not the brand?
– @mariovallereyes 🚩🚩🚩 (@bilbeny)
Tip of life: If your apology is sincere, don’t say “sorry if you felt offended”, it totally invalidates the intention! DC:
— Romeo Marquez Guzman (@RomeoMarquez)
Filtered image of the CM leaving the office of
— Border Collie (@Ant_Glesz)
Hey at least give your CM some clearance glasses to hide your unemployed tears
— ☞DON VIC☜ (@_vicman)
I’ll leave this here…
– Net (@netomilan)
Although also, as in all cases, there were users who accepted the joke and excused the action before the others, but the damage had already been done:
Problems must be faced head-on… very well done 😉
— Dany Ferrer (@DanielaFerrerS)
that’s the right way to offer an apology!!! Good for you!! Kisses from Mexico
– HuidasXMexico (Mar) (@Huidas)
In very bad taste his “famous” tweet; although the reactions are also very exaggerated There must be worse things that offend MEXICO
— David Hernandez (@dahhMina)
Hey, when do the discounts start for us to forgive them? 😀
— Melissa Sotelo (@smelissasmx)
As if that were not enough, the Red Devils of Mexico of the Mexican Baseball League also sent a message breaking with the Hawkers brand in Mexicowhose glasses were distributed in a branch of the Mexican league.
. Ours is above all, from now on your products will no longer be available in our store.
– DiablosRojosMX (@DevilsRojosMX)
This is how we reiterate that a bad message on social media can cause a scandal tremendous reputation problem for any brand.
What do you think about this reaction?
Update (11/18/2016)
Hawkers evidently continued to try to restore its image in Mexico, issuing the following statement:
“Hawkers has created, first of all, the Dear Sergio x Hawkers Foundation to which they will make an initial contribution of 23,000 euros ($500,000 pesos). This organization will focus its work on helping children in situations of social exclusion throughout Mexico. And, in addition to the initial funds granted to the foundation, the contribution will be repeated annually. In parallel, they have created a second action through a video called WE LOVE ALL.
Hawkers communicated yesterday (November 17) the response ‘Dear Sergio’, through a letter to the Mexican media. Immediately, the Mexicans showed their generosity and support for the brand by acquiring glasses from the Sergio Pérez collection at the price they considered through a specific landing page created for the occasion. This led them to record sales peaks of 35 glasses per second and sold out in just three hours.
Seeing such a positive response, Hawkers decided to extend the donation and contribute 100% of the profits -25,000 euros- of all the models of his glasses that were made during the day through the website hawkersmexico.com to the Querido Sergio x Hawkers Foundation. Hawkers has made a total donation of almost 50,000 euros to the Foundation and wants to demonstrate its commitment to Mexico and the fight for equality, as well as its absolute rejection of any type of discrimination and racism.
To the creation of Dear Sergio x Hawkers Foundationthe production of a video recorded in less than 24 hours in four countries (Mexico, USA, Hong Kong and USA) under the title WE LOVE ALL has also been added.set to the theme ‘Alone’ the famous Marshmello HIT, known for his fight for equality and that demonstrates the involvement of Hawkers in this cause. Also, features the participation of Nyjah Huston, one of the best skateboarders in history and new image of Hawkers for the year 2017. This video has gone viral in a short time with almost 3 million views in just 24 hours.
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