St. Patrick’s Day is celebrated from America to Ireland, and anywhere folks can claim some bit of Irish ancestry- or just like a good beer. This year Nike released a “Black and Tan” sneaker, named after the popular American drink that combines a “black” stout with a “tan” ale in one glass. What they apparently didn’t research was that in the 1920’s, “black and tans” was a nickname for the brutal paramilitary group that violently attacked civilians throughout Ireland.

This episode looks at how people reacted around the world, what the media had to say, and whether this kind of naming gaffe will have a lasting impact on Nike’s brand.

Highlights

• Spike in reactions March 15, leading up to St. Patrick’s Day
• Marketers: Do your homework
• When brands apologize quickly, consumers listen

Graphs courtesy of Alerti social media monitoring and management

Sign up for a free 3 month Alerti trial using the code alertivideo.