Turning an error into an opportunity
Apostrophe apology
MOO’s Water Bottle packaging was a fine example of the kind of communication issues that can occasionally crop up – especially in the midst of a pandemic.
Somewhere between a word doc being written and packaging being produced, tweaks had been made and proofing had been missed. Leaving MOO with 18,000 embarrassing bottles.
Solution
One route, and the expected industry practice, would have been to pulp every last one of them and forget that our mishap ever happened. Initially it was being discussed as the likely way to go.
But MOO had just released their sustainability mission. A document setting out their commitment to recycle more, waste less, and improve practices.
So rather than trying to hide the issue, we recognised it as our first opportunity to live up to our just-published pledges.
The perfect way to demonstrate that we planned to live up to our word. (Even when our words happened to be missing some essential English grammar.)
Results
The quick response ran as a press and insert campaign. It helped create additional earned media and helped MOO beat initial sales targets, meaning we were soon able to ship bottles in freshly updated, error-free, and triple-copy-proofed packaging. Phew.
Sonder & Tell article