It’s on me / While the idea to hold a raffle is a simple one, Rescue of the ‘S’ is effectively harnessing a psychological bias known as the pratfall effect to mitigate the impact of the product crisis. In essence, it is the idea that people or (in this case) brands can become more likeable when they commit a small blunder. As Richard Shotton notes in The Choice Factory, ‘Admitting a weakness is a tangible demonstration of honesty and, therefore, makes other claims more believable […] By admitting a weakness, a brand credibly establishes a related positive attitude.’
While this campaign is a bit of PR-able, self-deprecating fun, by owning up to its mistake, Tres Cruces also harnesses this behavioural bias, increasing the likelihood of positive sentiment. Not to mention, the brand’s quick thinking ensured it didn’t suffer the embarrassment or cost of a product recall.
Beer brand Carlsberg exploited this bias to great effect in 2019 when it announced its new-recipe beer by highlighting the criticism of its old product, declaring it ‘probably not the best beer in the world’ (a reference to its famous slogan). Following that campaign launch, there was a 15% increase in quality perception and a 23% increase in recommendations.
Taking a stand / It isn’t just admitting to an error that makes this campaign successful, but how Tres Cruces amplified its message and got people to discuss the problem by offering temptingly themed prizes. Not only did this ensure the brand owned the conversation around the product flaw, but it also incentivised people to go out and buy even more of the new product.
It’s a similar tactic to one that South Africa’s Savanna Cider used earlier this year when supply chain issues left the brand unable to get its glass packaged lager on the shelves. To apologise, Savanna Cider confronted the issue head on with an online spot that dramatised a legal battle between itself and its angry South African fans, giving airtime to consumer grievances while promoting its new canned version of beer.
As Tyler Lambert, creative group head at Grey/WPP Liquid, the agency behind the campaign, told us: ‘Honesty is the best policy. People know what’s happening and you can’t duck these things. Just be very sure about who you are as a brand and who you’re talking to, and people will listen.’
The campaign got the brand ahead of the conversation, earned it attention and also promoted its new product, which led to Savanna Cider selling 2 million litres of canned beer in two weeks.
