Last week I discussed how fragile a brand can be while relating it to a situation regarding a leaky bag of Capri Sun and a foreign object found in it. The investigation has seemed to come to a close on Kraft Foods’ side, but the private lab still has yet to report it. On Kraft’s Facebook page the debate still wages on by Melissa Wiegand Brown until she gets some closure to the matter. While Kraft may feel the answer has been given and the problem’s been solved – there still begs the question on their strategy to put people at ease that are now leery of purchasing their Capri Sun product.
Now sides are being chosen and lines are being drawn. People are choosing whether or not to side with the mother or Kraft. Kraft’s findings are that the foreign object is mold. They did not fully disclose what type of mold it is, but it has also issued a FAQ on the situation plus posted it on Facebook.
It is interesting that Kraft also tracked me down and provided an email with a link to this very information.
We noticed your recent post about Capri Sun and Kraft Foods asked that we reach out to you and share some information about the situation. We’ve created an FAQ document that has some information that might be of interest to you and your readers. We will have more information in the coming days but I wanted to pass this along to you ASAP to address your concerns.
Some people may be put off by this and go to the highest mountain top and scream, “The man can’t tell me what to do! No one is going to hold me down!”
The truth is this is a very strong approach by Kraft to try to bring some closure to the situation. The mother is not satisfied yet as some of the people exposed to this situation, but Kraft obviously utilized some form of analytical data to track down those who have reported on the situation to reach out to them. These people have voices. Some will speak on their behalf, some will continue to side with the mothers, others will mention it as I have and some will do nothing.
Kraft has responded on Facebook, the website and now reaching out directly to those talking on the issue via blogs and social media. There is no real set of rules to follow, but it seems Kraft understands this situation while it may seem “small” looking in – it can do big damages if they don’t try to get it under control today.
