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Trayvon scandal puts Chicago candy giant in uncomfortable PR spotlight (Skittles)
Crain's Chicago Business ^ | April 6, 2012 | Gini Dietrich

Posted on 04/07/2012 2:14:26 AM PDT by 2ndDivisionVet

Our own hometown candy company, Wrigley, is facing a very interesting PR challenge. As you undoubtedly know by now, Trayvon Martin had just bought a bag of Skittles (and an Arizona Tea) when he was shot and killed.

That alone wouldn't cause a company to examine its crisis management program, but because of the symbolism of the candy, college-student activists are buying it in bulk and reselling it to raise money for his family.

The candy has been piled into makeshift memorials, crammed into the pockets of thousands of people who have shown up at rallies in his name and sent to the Sanford Police Department to protest the lack of an arrest in the case.

Skittles sales are soaring for Wrigley and its parent company, Mars Inc. But their new level of fame is quickly becoming a PR crisis that is threatening to hurt the company more than it helps.

I know, I know. Sales are up. Everyone is talking about them. So what's the problem?

According to the New York Times, people are calling for donations and giving back to communities where “murder based on stereotypes is a reoccurring theme.”

From the Times story:

On social media sites like Twitter, people are suggesting that Wrigley is profiting greatly from the tragedy and should donate money made since Trayvon's death to the family or causes that would help with racial reconciliation or underprivileged communities. Some African-Americans are even asking people to stop buying Skittles until the company gets more involved in the case and donates money.

So now Wrigley is faced with an interesting problem. Keep quiet or give in to activists and donate some of its profits.

Other than a statement, there hasn't been any communication from the candymaker. The company said:

"It's inappropriate to get involved or comment further as we would never wish for our actions to be perceived as an attempt of commercial gain following this tragedy."

Clearly going the route of capitalizing on this situation is not the right thing to do. Is donating some of the increased profits the right thing to do? Is staying silent and watching it all unfold the right thing to do?

Communication professionals are trained throughout our careers to deal with things such as someone dying from eating a product or someone being killed on the job. But this one? This one isn't a case study you find very often, nor is it a scenario you typically include in your crisis-management plan.

This is a crisis where “I'm sorry” doesn't work. It's a crisis where people on the social networks are telling you how to run your company. And, if you don't donate money, you come off as the big, capitalist company, which could hurt you in the long run. It's a delicate scenario, and companies small and large can learn from how Wrigley and Mars are handling it.

There's no easy answer. Perhaps the best advice is to have Wrigley quietly increase its donations to one of its existing social responsibility programs.

What do you think?


TOPICS: Business/Economy; Politics
KEYWORDS: blacks; candy; economy; trayvonmartin
Always with the shake-down.
1 posted on 04/07/2012 2:14:35 AM PDT by 2ndDivisionVet
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To: 2ndDivisionVet

I have seen nothing to make me think Trayvon really had some Skittles when the altercation with Zimmerman went down.


2 posted on 04/07/2012 2:25:21 AM PDT by FreedomPoster (Islam delenda est)
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To: FreedomPoster

You are correct. AFAIK, it was the attorney for TM’s dad who claimed this tidbit. (along with ice tea)


3 posted on 04/07/2012 2:32:12 AM PDT by bonfire
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To: FreedomPoster

I haven’t seen any proof of said skittles or AT purchase by lil sainted Trayvee.


4 posted on 04/07/2012 2:34:02 AM PDT by rawcatslyentist ("Behold, I am against you, O arrogant one," Jeremiah 50:31)
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To: 2ndDivisionVet
According to the New York Times, people are calling for donations and giving back to communities where “murder based on stereotypes is a reoccurring recurring theme.”

Too bad the New York Times can't afford spell-check.

Regards,

5 posted on 04/07/2012 2:38:58 AM PDT by alexander_busek
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To: FreedomPoster

Talk about a paradox. THEY decide to make Skittles a symbol and they buy the things. Now they want to boycott Skittles because....?
Next the gay mafia will be going after glitter.


6 posted on 04/07/2012 2:48:20 AM PDT by MestaMachine (obama kills)
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To: All

“There’s no easy answer. Perhaps the best advice is to have Wrigley quietly increase its donations to one of its existing social responsibility programs.

What do you think?”

###

I think you are an anti-corporation, no talent, LeftMedia mental defective.

The Wrigley Company has absolutely NOTHING to do with the punk Martin’s gansgsta mentality and actions, getting himself killed.


7 posted on 04/07/2012 2:56:44 AM PDT by EyeGuy (2012: When the Levee Breaks)
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To: 2ndDivisionVet

Wrigley should do the right thing and donate a huge portion of its windfall profits to the Zimmerman defense fund.


8 posted on 04/07/2012 3:00:05 AM PDT by samtheman
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To: 2ndDivisionVet

This is simply their usual extortion ploy. Attack anyone with a dollar, or more.
Wrigleys should donate a symbolic small amount to the GOA, NRA, and SAF on Zimmerman’s behalf.
He merely exercised his God given right to self defense to save his own life, with the best means at hand.


9 posted on 04/07/2012 3:06:00 AM PDT by Fireone (Elect a patriot, elect Newt! (did I mention FUBO?))
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To: 2ndDivisionVet

So now even if you are barely tangentially involved you should be bullied into action?

I thought we were against bullying?

I can’t keep up.


10 posted on 04/07/2012 3:07:34 AM PDT by Yaelle (Let's fight Romney with every primary. Why make it easy for him? Go Rick!)
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To: Yaelle

Bullying is OK if blacks, hispanics, homosexuals, feminists or muslims are doing it.


11 posted on 04/07/2012 3:34:35 AM PDT by Levante
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To: 2ndDivisionVet

Anybody who eats that shyte deserves to die.


12 posted on 04/07/2012 3:38:16 AM PDT by Blado (Hey libs - write in Mick Jagger! He's the more Authentic African-American!)
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To: 2ndDivisionVet

I believe they should be used as suppositories for Sharptoon and Jackass.


13 posted on 04/07/2012 3:50:38 AM PDT by traditional1 (Don't gotsta worry 'bout no mo'gage, don't gotsta worry 'bout no gas; Obama gonna take care o' me!)
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To: FreedomPoster

Who started the skittles and tea story anyways?? We don’t even know. Was it daddy?? How did he know he actually had them when the incident occurred?? IIRC, daddy was away at the time...


14 posted on 04/07/2012 3:52:21 AM PDT by Sacajaweau
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To: samtheman
Wrigley should do the right thing and donate a huge portion of its windfall profits to the Zimmerman defense fund.

I Just love sarcasm. Poor Wrigley is in a



situation.
15 posted on 04/07/2012 4:18:18 AM PDT by Peet (Cogito ergo dubito.)
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To: 2ndDivisionVet

Mars is a family owned small company, not a corporate giant. I hope Mars just stands restful and lets the thing pass.


16 posted on 04/07/2012 4:22:03 AM PDT by yldstrk ( My heroes have always been cowboys)
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To: 2ndDivisionVet
"Skittles" is street slang for OTC drugs.

DEXTROMETHORPHAN

17 posted on 04/07/2012 4:27:18 AM PDT by Islander7 (There is no septic system so vile, so filthy, the left won't drink from to further their agenda)
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To: 2ndDivisionVet

Maybe they’ll put Trayvon Martin’s pic on Skittles wrappers, like sports heroes on cereal boxes.


18 posted on 04/07/2012 4:38:00 AM PDT by luvbach1 (Stop the destruction in 2012 or continue the decline)
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To: 2ndDivisionVet
Since Skittles is a street names for illegal drugs, I think they should donate to drug rehab programs in Sanford, FL. (Their CVS has recently been busted for selling 8X the amount of Oxycontin then they have people in town)
19 posted on 04/07/2012 4:41:56 AM PDT by hoosiermama
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To: 2ndDivisionVet

They’re raising money for the family....because.....????


20 posted on 04/07/2012 5:04:10 AM PDT by rockabyebaby (We are sooooooooooooooooooooooooooooooooo screwed!)
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To: yldstrk
Mars is a family owned small company, not a corporate giant. I hope Mars just stands restful and lets the thing pass.

Family-owned, yes. Small? THIRTY BILLION DOLLARS in revenue a year and market leadership in several categories (Wrigley's gum, Snickers, M & Ms, Life Savers, Whiskas/Caesar Pet Food, Uncle Ben's)

I've no beef against Skittles. Kraft/Adams gum is made in my nearby city Rockford,so I'm biased (Chiclets forever!). However, Arizona iced tea is nasty. Snapple is liberal, but ot is tasty and refreshing.

Getting back to Mars, Inc. They are so diversified, it would be hard to have an effective boycott.
21 posted on 04/07/2012 5:04:13 AM PDT by Dr. Sivana (May Mitt Romney be the Paul Tsongas of 2012.)
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To: yldstrk

-—Mars....a small company-—

LOL....I think you need to get out more and definity look up the word small in the websters


22 posted on 04/07/2012 5:23:56 AM PDT by Popman (America is squandering its wealth on riotous living, war, and welfare.)
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To: 2ndDivisionVet

Drugs and Chemicals of Concern:
DEXTROMETHORPHAN
(Street Names: DXM, CCC, Triple C, Skittles, Robo, Poor Man’s PCP)

http://www.deadiversion.usdoj.gov/drugs_concern/dextro_m/dextro_m.htm


23 posted on 04/07/2012 5:35:57 AM PDT by VeniVidiVici (The Democrat Ku Klux Klan is alive and well as the New Black Panthers, CBC and the NAACP)
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To: Fireone
"Wrigleys should donate a symbolic small amount to the GOA, NRA, and SAF on Zimmerman’s behalf."

This is CHICAGO!
Fairy Rahm is the mayor.
He would have his private army, (the Chicago PD,), ticket every car within 10 blocks of the Wrigley plant.
Inspectors would be "finding" bags of pot, PCP, heroin, crack and meth all over the floor of the factory, and in all middle management cars in the lot.

24 posted on 04/07/2012 6:07:30 AM PDT by jonascord (Ask any Democrat. He's firmly convinced that he's brighter than you.)
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To: FreedomPoster

Exactly. Where were the candy and the drink? What the company should be upset about is that “Skittles” (or skillets as the not so sharp Sharpton calls them) is the street name for drugs. Just what was Martin shoving down his pants before busting Zimmerman’s head? Drugs, candy, or what?


25 posted on 04/07/2012 6:19:23 AM PDT by bgill
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To: 2ndDivisionVet

Because of poor widdle Trayvon,

“Coke withdraws from group that backs Stand Your Ground law”

http://www.freerepublic.com/focus/f-news/2868903/posts


26 posted on 04/07/2012 6:24:26 AM PDT by bgill
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To: bgill

IT and Skillets for erbody!


27 posted on 04/07/2012 6:28:58 AM PDT by BookaT
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To: 2ndDivisionVet

Yep.
Sounds like a Jesse Jackson brainstorm.


28 posted on 04/07/2012 6:33:45 AM PDT by mylife (The Roar Of The Masses Could Be Farts)
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To: hoosiermama

It’s a curious thing...when you talk Skittles on the street...it actually means Dextromethorphan (DXM). When you take excessive amounts of DXM...you start to hallucinate...in essence, you think and react to things that just aren’t your typical reaction. You could do something really stupid, and never even remember what you did until your drug episode ended.

It’d be curious to know if there was a blood test done on the victim in this case....but my guess is there wasn’t any blood test.


29 posted on 04/07/2012 6:38:20 AM PDT by pepsionice
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To: 2ndDivisionVet

What “scandal”?


30 posted on 04/07/2012 6:48:29 AM PDT by Psycho_Bunny (Burning the Quran is a waste of perfectly good fire.)
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To: pepsionice

One of the very first articles on the case stated that there WAS blood work done of Trayvon, but not on ZImmerman.

The blood work and forensic testing that was ordered is the reason that the Grand Jury was ordered on the tenth. Gave the labs time to complete the evaluations.


31 posted on 04/07/2012 6:50:30 AM PDT by hoosiermama
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To: 2ndDivisionVet
This candy-flap is merely another variation of the Jesse Jackson shakedown modus operandi he's practiced for decades.

The Wrigley Company should just tell the race-baiters to double their pleasure, double their fun and stick their extortion where there ain't no sun.

Leni

32 posted on 04/07/2012 6:51:03 AM PDT by MinuteGal
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To: MinuteGal

LOL Love it Leni!


33 posted on 04/07/2012 6:54:41 AM PDT by hoosiermama
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To: Psycho_Bunny

“What “scandal”?”

###

The scandal that blacks, along with their self-hating white allies in the CommieMedia, have accelerated their already decades-long Race War on whites, and whites are still playing defense.

THAT is scandalous.


34 posted on 04/07/2012 7:01:19 AM PDT by EyeGuy (2012: When the Levee Breaks)
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To: FreedomPoster

I’ve read that Trayvon had skittles and ice tea with him, but where did that come from?

Surely what he had in his possession is on some police report.

I don’t understand all the secrecy involving this case.

Also it’s ironic that skittles and ice tea are slang for drug products.

What’s up with that?


35 posted on 04/07/2012 7:04:39 AM PDT by altura
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To: Islander7
From UrbanDictionary.com:

Image and video hosting by TinyPic

36 posted on 04/07/2012 7:42:23 AM PDT by ETL (ALL (most?) of the Obama-commie connections at my FR Home page: http://www.freerepublic.com/~etl/)
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To: Levante

Bullying is OK if blacks, hispanics, homosexuals, feminists or muslims are doing it.


That is exactly what we are being taught. Straight whites suck. Everywhere we turn. It’s getting. Ridiculous. Political correctness will kill us all of every group.


37 posted on 04/07/2012 8:53:32 AM PDT by Yaelle (Let's fight Romney with every primary. Why make it easy for him? Go Rick!)
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To: 2ndDivisionVet

Unconfirmed reports have TM yelling while smashing Gz’s head into the ground.

“Taste the Pain, bro!”


38 posted on 04/07/2012 5:35:13 PM PDT by Molon Labbie (A Bounty on Zimmerman, Can Be A Bounty On ANYONE. No NBPP Mob Justice!)
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To: Molon Labbie

WHOA!!!!


39 posted on 04/07/2012 5:36:44 PM PDT by mojitojoe (American by birth. Southern by the grace of God. Conservative by reason and logic.)
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To: pepsionice

There should have been an autopsy. The question is: Would they be made public?? He was a minor.


40 posted on 04/07/2012 5:54:11 PM PDT by Sacajaweau
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To: Sacajaweau

Apparently, according to some press reports...there was a autopsy done, and it’s pretty likely then that they have to present these results to the Grand Jury. I’m starting to suspect that the cops figured there was some type of drug in the kids system...because of his attack on the Latino guy. I couldn’t ever understand the delay in getting to a Grand Jury....but if you toss in some drug usage by the kid....then it clears the shooter of blame. I know some folks won’t like that free-ticket....but you get doped-up....you are still accountable for your actions.


41 posted on 04/08/2012 4:09:39 AM PDT by pepsionice
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To: pepsionice
The family might just want to do a "U turn"...and just go after a civil suit....aka...MONEY. That will make it all about Zimmerman.

Question: It looks like the parents are divorced so who has custody??

42 posted on 04/08/2012 4:50:45 AM PDT by Sacajaweau
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