We’ve been watching with fascination the commentary playing out in response to Tate & Lyle Sugars’ new campaign about the benefits the company expects to enjoy from Brexit, the UK’s pending exit from the European Single Market.
And, as anyone could have predicted, the response from customers is widely divided between gushing praise and intense loathing. Many are pleased to see Tate & Lyle making bold, positive predictions about the future, while others are calling for a boycott of its products to protest their annoyance at the message.
It’s a timely reminder of the pitfalls of brands getting too closely involved with divisive political messages. In a referendum vote where the victors secured only a small margin of victory, it’s entirely predictable that some on the losing side will take issue with a brand that shouts about its positive outlook on the future.
Whichever side of this political debate you sit on, brexitgoldenopportunity.com is an interesting case study we can all learn from.
Is this brand suicide or a spoonful of sugary marketing genius? You decide.
And take a read through some of the comments to this tweet from Tate & Lyle Sugars to get a feel for the curious mix of venom and praise the brand must now deal with:
WATCH: Here’s why Brexit is a golden opportunity for Tate & Lyle Sugars to grow again. pic.twitter.com/OWEuL2zoi1
— Tate & Lyle Sugars (@TateLyleSugars) January 27, 2017