Internet is one of the most dangerous and effective of tools in today’s era, it is as necessary for brands, as it is for individuals to keep themselves digitally updated. Nothing goes unnoticed online, every bone is picked at, every detail is scrutinized, by anyone and everyone who has the basic access to mobile and internet.
One can never be too careful in such a competitive environment, brands can be made and destroyed online. Ariel, the detergent brand of P&G got a taste of this recently.
- Procter and Gamble’s detergent brand, Ariel recently printed an advertisement with a silly grammatical error, such errors in copy, especially with a brand as big as Ariel can be disadvantageous.
- There have been instances where brands have deliberately messed with the copy to garner more attention, but this does not seem to be the case with Ariel.
- Ambi Parameswaran, founder of Brandbuilding.com and an IIM Calcutta alumnus, spotted the error in the copy which read, “Removes stains from 1 wash”. Mr. Parameswaran took it to twitter and tagged P&G and Sanjeev Kapoor (who was endorsing in the print Ad).
- Within a timeline of 10 days, Procter & Gamble changed the copy and reprinted it as “Removes stain in 1 wash”.
This small mistake on the part of P&G, a simple mistake that the agency and the advertiser made in proof reading the copy, shows us the importance of having an eye for details. This also shows the power of social media and social listening.