Hari-go? Bad week for global sweet maker (but good long-term outcome)
Haribo has been forced to recall one of its biggest selling product ranges. Its speedy and decisive action is an exemplar for sound crisis management and will likely boost its profile and the perception that customers have of the brand over the long term.
Haribo has issued an urgent recall after cannabis was found in bags of fizzy colas in Belgium and The Netherlands.
Several people, including members of one family, reported feeling unwell and experiencing dizziness after consuming the sweets.
The Dutch food safety authority (NVWA) confirmed the presence of cannabis in the samples and advised consumers not to eat the affected products.
The manufacturer says that it is “working closely with the authorities to support their investigation and establish the facts around the contamination.”
Haribo is supporting the police who have initiated an investigation into the contamination and has emphasised that the recall is a ‘precautionary’ measure, with other regions unaffected.
The sweetie manufacturer has done the right thing by issuing a full recall – it shows you put your customers’ interests above your own, and that builds brand equity. We saw this happen 40 years agon in the case of Johnson & Johnson.
In 1982, Extra Strength TYLENOL® capsules in Chicago were found to be laced with cyanide, tragically resulting in seven deaths. Johnson & Johnson, the manufacturer, faced a critical decision: attempt to downplay the incident or initiate a full product recall, which would be financially devastating.
Johnson & Johnson chose the latter, prioritising consumer safety over immediate profits. They subsequently invested $100 million in developing tamper-proof packaging and supported the introduction of the ‘Tylenol bill,’ making it a federal offense to tamper with consumer products.
This transparent and proactive approach not only mitigated the immediate crisis but also enhanced the company’s reputation. Johnson & Johnson emerged from the crisis with increased consumer trust and loyalty, ultimately boosting their revenue.
The lessons from four decades ago have evidently been noted by Haribo judging by their speedy and decisive action in this matter. Their crisis comms response has to be applauded too.
This is a good real-time example of how brand need to respond and act at a time of crisis. The mantra we live by is simply this: tell it first, fast, factually, and clearly (no pun intended).
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