Katherine Noyes at PC World:
For all those who needed an illustration of how a business shouldn’t use Twitter, Kenneth Cole kindly provided it this week by using the current unrest in Egypt as a promotional tool.
“Millions are in uproar in #Cairo,” read the original tweet from Thursday morning. “Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo.”
Widespread uproar was the result, all right, but not as a result of any spring collection. Such was the magnitude of the outcry at Cole’s insensitivity, in fact, that the company hastily removed the tweet that same day and issued two retractions instead.
“Re Egypt tweet: we weren’t intending to make light of a serious situation,” read the first. “We understand the sensitivity of this historic moment -KC”
A second, posted on Facebook soon afterward, read as follows:
“I apologize to everyone who was offended by my insensitive tweet about the situation in Egypt. I’ve dedicated my life to raising awareness about serious social issues, and in hindsight my attempt at humor regarding a nation liberating themselves against oppression was poorly timed and absolutely inappropriate.”
Erik Hayden at The Atlantic:
And a snapshot of reactions:
- The Next Web – “Oh dear, we thought that big brands might have learnt that hijacking hashtags isn’t a good idea”
- Advertising Age – “Kenneth Cole and others in the media and marketing industries not only suffer from a lack of tact, they suffer from a lack of historical knowledge and the ability to grasp that the situation in Egypt could get a hell of lot uglier than it is even at this moment.”
- Styleite – “Apparently Kenneth Cole knows there’s nothing like a violent political revolution to boost sales!”
Brenna Ehrlich at Mashable:
Cole made a similarly indelicate statement in the past; following 9/11, he told the New York Daily News: “Important moments like this are a time to reflect… To remind us, sometimes, that it’s not only important what you wear, but it’s also important to be aware.”
The Twitterverse, unsurprisingly, is not happy with Cole’s 140-character missive. A fake account — @KennethColePR, à la @BPGlobalPR — has even cropped up, mocking the designer with such tweets as: “Our new slingback pumps would make Anne Frank come out of hiding! #KennethColeTweets.”
Amy Odell at New York Magazine:
Since the Tweet caused mass offense around the Internet, a Kenneth Cole parody account @KennethColePR emerged. Its tweets include, “‘People from New Orleans are flooding into Kenneth Cole stores!’ #KennethColeTweets.” Also: “People of Haiti, fall into our store for earth-shattering savings! #KennethColeTweets.” Not to be outdone by: “Hey, Pope Benedict – there’s no way to fondle our spring shoes inappropriately! #KennethColeTweets.”An hour ago, the pranksters got serious, tweeting that they would turn over the fake account to the brand if they made a donation to Amnesty International or another charitable organization. And still, a quick scan of the Kenneth Cole Facebook wall reveals a lot of people thought that Cairo tweet was funny anyway.
Adam Clark Estes in Salon:
Unspoken rule No. 1: Don’t make jokes about tragedies. You’ve donethis sort of thingbefore — mixing up bad puns and profundity. It’s oh-so-tempting to try to make light of grim situations, sad stories and global traumas. Don’t try to make it funny. That’s what comedians are for. Kenneth Cole is a fashion designer known for sharp-looking dress shoes, not sharp wit.
Unspoken rule No. 2: Don’t make marketing gimmicks out of tragedies. This is just like rule No. 1 but more directed at Kenneth Cole. When the world’s attention is fixated on one event, sometimes it’s not the best idea to jump up and down with the “Look at me!” routine. The unrest in Egypt isn’t the Super Bowl. It’s a troubling story with historical implications. Nobody wants to hear about your spring slacks.
Chris Morran at The Consumerist:
When you think of Kenneth Cole, you probably don’t associate the apparel brand with edgy, topical humor. And you probably won’t ever again, after the company stuck its shiny leather shoe in its mouth with a Tweet referencing the current political upheaval in Egypt.