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Published by: Amity Research Centers
Originally published in: 2018
Revision date: 18-Dec-2018
Length: 14 pages
Data source: Published sources

Abstract

Dares and challenges had gained popularity among teenagers, causing them to do dangerous tasks in order to gain instant fame and popularity. The latest in a series of such dares was the 'Tide Pod Challenge'. In this, teens posted videos on social media showing their dare of biting brightly coloured Tide Pods, which were liquid laundry detergent pods, resembling candies or lozenges. The phenomenon went viral, with videos flooding various social media sites. Tide responded swiftly to counter the dubious trend, issuing warnings and posting ads advising against the Tide Pod challenge. It also worked with YouTube to remove videos showing teens doing the challenge. While the trend seemed to have abated, lawmakers and consumer groups continued to express concerns, with an appeal to impose more safety measures and make Tide Pods look less attractive. The issue raised several concerns for Tide. Would the Tide Pod challenge impact the image of Procter and Gamble (P&G)? What lessons on crisis management did the incident convey? How P&G would tackle the issue further to prevent any recurrence remained to be seen.
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2018

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Abstract

Dares and challenges had gained popularity among teenagers, causing them to do dangerous tasks in order to gain instant fame and popularity. The latest in a series of such dares was the 'Tide Pod Challenge'. In this, teens posted videos on social media showing their dare of biting brightly coloured Tide Pods, which were liquid laundry detergent pods, resembling candies or lozenges. The phenomenon went viral, with videos flooding various social media sites. Tide responded swiftly to counter the dubious trend, issuing warnings and posting ads advising against the Tide Pod challenge. It also worked with YouTube to remove videos showing teens doing the challenge. While the trend seemed to have abated, lawmakers and consumer groups continued to express concerns, with an appeal to impose more safety measures and make Tide Pods look less attractive. The issue raised several concerns for Tide. Would the Tide Pod challenge impact the image of Procter and Gamble (P&G)? What lessons on crisis management did the incident convey? How P&G would tackle the issue further to prevent any recurrence remained to be seen.

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Location:
Industry:
Other setting(s):
2018

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