Carrefour: the importance of positioning
Posted: Wed Feb 12, 2025 3:25 am
The project was a success. The public interaction was enormous and right from the beginning the company began to grow again, later reaching a higher level compared to before the crisis. yourself quickly and ethically this story shows us how crises can arise at any time and how failed communication can worsen the situation and increase the severity of problems.
It all started in november in the municipality of osasco, são paulo, when bolivia whatsapp data activists reported a case of animal abuse around a carrefour supermarket. An outsourced security guard from the company allegedly poisoned and beat manchinha, a small dog that used to live there.Case marketing in times of crisis: carrefoursource: folha de são paulothe attacks were filmed and went viral on social media, which culminated in a large movement for animal protection.
However, what could have been an isolated event ended up turning into a major image crisis when carrefour spoke out, transferring all responsibility for the case to the attacker and the zoonosis center. The brand also took a long time to speak out and even abused ready-made phrases in its messages, which was perceived by the public as a sign of indifference.
It all started in november in the municipality of osasco, são paulo, when bolivia whatsapp data activists reported a case of animal abuse around a carrefour supermarket. An outsourced security guard from the company allegedly poisoned and beat manchinha, a small dog that used to live there.Case marketing in times of crisis: carrefoursource: folha de são paulothe attacks were filmed and went viral on social media, which culminated in a large movement for animal protection.
However, what could have been an isolated event ended up turning into a major image crisis when carrefour spoke out, transferring all responsibility for the case to the attacker and the zoonosis center. The brand also took a long time to speak out and even abused ready-made phrases in its messages, which was perceived by the public as a sign of indifference.