lSir, It is extremely fortunate that there haven't been any injuries from the glass fragments in the Budweiser bottles (The Grocer, 20 November, p27), and it's great to see that the brand demonstrated a true duty of care approach by administering an instant recall. This should help the brewer avoid any notable brand damage, which is good news as a badly handled product recall can have devastating effects.
We have recently conducted some research into product recall to find out the customer's perspective on situations such as these. The results really confirmed what we suspected; a bad recall experience would encourage 70% of people to go out of their way to actively criticise the brand online.
Tellingly, 62% of consumers would actually blacklist a brand if they had experienced bad communication during the process.
Speed, which is certainly one part of the recall process, is most definitely of the essence and it seems that Budweiser acted immediately. The brand impact is likely to be minimal, which will be a relief given what could have been.
Penny Hutton, strategy and planning director, Eclipse Marketing
We have recently conducted some research into product recall to find out the customer's perspective on situations such as these. The results really confirmed what we suspected; a bad recall experience would encourage 70% of people to go out of their way to actively criticise the brand online.
Tellingly, 62% of consumers would actually blacklist a brand if they had experienced bad communication during the process.
Speed, which is certainly one part of the recall process, is most definitely of the essence and it seems that Budweiser acted immediately. The brand impact is likely to be minimal, which will be a relief given what could have been.
Penny Hutton, strategy and planning director, Eclipse Marketing
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