The always-amusing Collateral Damage Blog has released its annual “10 Biggest Marketing Blunders of 2010” list, and as always, I’m thankful to see none of my clients on the list.
This year’s winner should come as a surprise to no one, but we’ll let the Damage folks say it:
Under the astute guidance of now former-CEO Tony “I want my life back” Hayward, BP proved time and time again why it so wisely decided to can its positioning as the environmentally friendly oil company. Here’s just a few of Tony’s finer moments:
1. Creates one of the quotes of the year by saying, “I want my life back.”
2. In testimony before Congress he makes a point to remind us all that, “We care about the little people.”
3. At the height of the spill he takes a weekend off to go watch yacht races at the Isle of Wright in England.
4. In a slick video ad he takes pride in the fact that BP has “organized the largest environmental response in this country’s history.”
5. His parting words on stepping down as CEO: “Safety, people and performance have been my watchwords. We’ve made significant progress.”But Tony didn’t win this award all on his own. No he had help from literally thousands of BP execs like BP spokesman Randy Prescott: who said, “Louisiana isn’t the only place that has shrimp.”
Frankly, it just gets better (“sperm logo” sneakers and the magazine industry also enjoy their time in the sun), and this is one Annual Top Ten list that’s actually worth your time.
Keep writing, Tom Chandler.
Yes, BP was a gimme. Even Michael Moore couldn’t have put better words in Hayward’s mouth.
But to me, the best after that was Drake University. Presumably a whole committee of educators, and nobody picked up on the pitfalls of going with “D+”? (Though I hear they try harder…)
~Graham
Hayward’s a moron and all, but I’m not sure his quote would have nearly the legs it does if the rest of the BP’s crack team hadn’t contributed gems like “little people” and the “Lousiana isn’t the only place they grow shrimp.”
In other words – much like the accident itself – it was a team effort.
LOL, nice post. Clearly the guy was advised by a pack of drunken penguins. Before jumping into the copywriting arena, I spent the best part of a decade working as a journalist and duty editor in the national political press.
So I was kind of gob smacked with the PR ineptitude displayed by BP’s figure-head. It kind of made me wish I was still working in the sector, as I would have pulled the guy to bits faster than a cheetah in a Ferrari.
Have a look at my copywriting blog for similar tattle – perhaps this post on brand building will be of interest – http://creativepen.co.uk/2010/11/22/copywriting-secrets-and-tips-brand-building/
thanks again for the post, I’ll be back!!
Even more astonishing than the ineptitude was the compliance on the part of local/national authorities. As was noted in the article, reporters who wanted to see the affected beaches were only allowed to do so if the company permitted it – and in the company of a BP PR person.
Astonishing stuff.