PR: The Good, Bad and Ugly

Honey Maid:  Standing Firm On Personal Beliefs as a Company

by Erin Smith on 04/04/2014

An increasing number of businesses and organizations are becoming more open about sharing their beliefs and what they stand for with their target stakeholders and society. Companies are being more outspoken on their values, not letting consumers completely dictate what they can and cannot support. This can quickly turn ugly for some companies and brands, while others have only become stronger and more recognizable as a result.

Just recently, Honey Maid released their new “This Is Wholesome” ad campaign which featured gay and mixed-race parents.  They then experienced public outcry at how wrong many people thought it was.  Here is the original ad. 

Honey Maid didn’t respond by pulling the commercial or coming out with an apology statement that they didn’t stand behind – they stood their ground and came up with an even more profound response that will serve to further strengthen the brand and develop consumer loyalty.  Here is the company’s response.

In 2012, Chick-fil-A was criticized for providing support to organizations that were against gay marriage. It was widely publicized and the company has since stopped donating to those groups. In a March, 2014 article in Forbes, however, Chick-fil-A CEO S. Truett Cathy is still outspoken as being a supporter of traditional marriage. 

And what about Phil Robertson of A&E’s Duck Dynasty? How did his stance on gays and lesbians affect the Duck Dynasty brand? 

I’d say Honey Maid was in a fortunate position where their beliefs fall in line with the majority of Americans in 2014.  But for those whose views lie elsewhere, how has standing strong on what they believe affected their brands as whole? I’d say for Chick-fil-A and Duck Dynasty, they are still going strong.