This document discusses the #TidePodChallenge crisis faced by Tide detergent. It provides background on Procter & Gamble, who owns Tide. In early 2018, some people began consuming Tide Pods on social media challenges despite the danger. Tide used social media to remove this content and partnered with celebrities to end the challenge. They messaged that consuming pods is dangerous and work to restore their reputation. The crisis impacted Tide's image but they were able to recover through an immediate response.

1. CRISIS
MANAGEMENT IN
PR

2. INTRODUCTION
Harshika Madhogaria (33)

3. TYPES OF CRISIS
Harshika Madhogaria (33)

4. 1. Natural Disaster

5. 2. Technological Crisis

6. 3. Confrontation

7. 4. Malevolence

8. 5. Organizational
Misdeeds

9. 6. Workplace Violence

10. 7. Rumours

11. 8. Terrorist
attacks/man-made
disasters

12. PARENT COMPANY
BACKGROUND
Ayushman Madhariya (105)

13. � American multinational consumer
goods corporation
� founded in 1837 by William
Procter and James Gamble
� wide rage of FMCG Products
� Operates worldwide
� Revenue generated 67.68 Billion USD

14. � Introduced in 1946
� It is the highest selling detergent
brand in the world
� Estimated 14.3 percent of the global
market.
� Tide was marketed under various sub
brands in the late 1960s and 1970s
� Tide has sponsored
several NASCAR stock cars, notably
the Chevrolet "Tide Ride" driven
by Darrell Waltrip as #17 for Hendrick
Motorsports.
� Since 2012 Tide has sold Tide Pods, a
line of laundry detergent pod,
making an estimated 15% of sales

15. #TIDEPODCH
ALLENGE
� In early 2018, media publications noted that shortly
after the product's introduction, the consumption of
Tide Pods became a topic of discussion all over the
social media
� eating Tide Pods became a meme
� #TIDEPODCHALLENGE an Internet challenge in which
an individual consumes Tide Pods and daring others to
do the same
� These detergent is meant only for washing clothes
� It contains poisonous substance which can cause
severe problems to the ones who were consuming it
� It started as a joke in the internet but has gone too far.

16. Suggestions
Saurabh Adhya (77)

17. � Plan for the unexpected
� Be Reactive
� Be Proactive
� Consider the target audience

18. PR strategies to cope
up with any crisis
Ayush Verma (122)

19. PR strategies
to cope up
with any
crisis

20. Listen

21. Identify

22. Review

23. Respond

24. PR DONE TO OVERCOME
CRISIS
Srishti Toshniwal (71)

25. TIDE’S USE OF SOCIAL MEDIA TO
OVERCOME PR CRISIS

26. Of course its dangerous,
you dumbass!

27. 1 2 3
WHO IS INVOLVED?
CAMPAIGN STAKEHOLDERS
Consumers
of other
Procter &
Gamble
products
Bystanders
consumers
of TIDE
product.
Consumer who
were actively
participating in
the challenge

28. WHAT ARE THE GOALS?
CAMPAIGN OBJECTIVE
Remove all
challenge related
content off of
Facebook and
YouTube.
Provide support for
those dealing with
the repercussions
of participating in
the challenge
Restore Tide’s
and Procter &
Gamble’s
reputation
Complete shut
down of
#TidePodChalle
nge.

29. WHAT IS BEING SAID?
CAMPAIGN MESSAGE
• If PODS have been ingested,
immediate attention is required.
• Eating Tide PODS is a bad and very
dangerous idea.
• Procter & Gamble does not condone
the consumption of their products, and
there is nothing more important to them
than the safety of their consumers.

30. CAMPAIGN STRATEGIES
HOW IT IS ACCOMPLISHED?
1. Partner with YouTube and Facebook
to remove all
#TidePodChallenge
related content off of their platforms.
IN AN OFFICIAL STATEMENT THEY SAID :

31. 2. Provide customer support through social media
channel of twitter.

32. 3. Use celebrity personnel Rob Gronkowski
to create a series of related posts designed
to end the challenge

33. Effects of Crisis
Rushank Shetty (116)

34. 1. Hazardous to
public

35. 2. Loss of Goodwill

36. 3. Financial Crunch

37. Effects of
PR
Sakshi Agarwal (04)

38. Impact Analysis

39. • Immediate response to the customer
• Tide pod challenge died in February 2018
• Tide is back to be America's number one
detergent
• Hence they restored there image and sales

40. • Social media became a safe haven
• Media station and health care organization
helped.
• Tide reinforced the public with everything
needed.

41. Channels Used
Naman Budhia (13)

43. Conclusion
Naman Budhia (13)

45. Thank You