how it started
- A leading candy brand discovered compromised package seals that allowed moisture ingress
- Client’s initial internal communications labeled the issue as “mold”
- This created potential for significant brand damage
Strategic Approach
Technical Validation First
- Directed client to engage their R&D/Quality Assurance team for scientific assessment
- Confirmed no health or safety risk
- Established issue as a quality issue
Retailer/Distributor Communications Refinement
- Revised B2B communications that could have escalated the situation unnecessarily
- Reframed the issue using precise, technical language: “quality control measure” and “package integrity issue” rather than alarmist terminology
- Provided comprehensive risk assessment: Outlined legal and regulatory considerations, including potential CFIA notification requirements.
- Client made informed decision on regulatory approach based on our risk/benefit analysis
- Crafted factual, brand-protective messaging that balanced transparency with commercial interests – focusing on the company’s proactive quality standards
- Withdrawal from retail shelves without triggering broader market concerns or media attention
Consumer Response Strategy
- Developed social media response protocol
- Created escalation pathway to move conversations offline immediately
- Affected consumers received replacement product boxes
- Prevented viral spread
results
- Zero media coverage of the quality issue
- 100% containment of social media complaints
- Brand protection achieved by controlling narrative
- Customer satisfaction
- Regulatory compliance without triggering unnecessary CFIA involvement for non-health issue
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