Wednesday, October 14, 2009

#pepsifail, Conditional Apologies & Chick3nsh!t

We’ve talked about conditional apologies before. Y’know, that stuff you say when you’ve made somebody really angry even though you said (or did) what you meant in the first place.

Politicians do it all the time. “I’m deeply sorry if my comments, out of context, offended the good and hard-working Tralfalmadorians among us, but …”

So, are you sorry that you said it or that you got called out on it?


My favorite, still, is the ubiquitous, “I’m sorry if this sounds racist, but …” or the equally as common, “Excuse me if this seems sexist, but …”

See?! I said it wasn’t supposed to be offensive so I am immunized from all anger. It’s as if the preamble said something like, “I am hereby immunized to attacks on my own sexism, but …”

And so we come to the whole AMP/#pepsifail hysteria on the Twitter machine.

Personally, don’t care. But this is not about me.

As a social media approach, our friend Kevin Dugan covered that here. Oh, and here.

But as a PR question?

Here’s AMP’s response, also repeated on Twitter feeds representing some of its sister brands:

"Our app tried 2 show the humorous lengths guys go 2 pick up women. We apologize if it’s in bad taste & appreciate your feedback. #pepsifail"

Well … that’s clear. Or at least succinct.

Is it or isn’t it? (in bad taste, I mean).

‘Cause what we do know is … it’s chick3nsh!t.

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