What a tough choice...
1) piss off your customer base even more with a non-apology “apology.” Or...
2) piss off the radical alphabet “community” that doesn’t drink your product at all but raises a big stink on the global sewer.
There’s really no splitting this baby.
That is exactly right. He could’ve made a statement that would have subdued the customers they offended, but this release is nothing more than shut up and drink your horse piss swill and enjoy it.
We have here a puff piece on the CEO because Heinerscheid's justification statement made the situation far worse. This attempt to blame the decision on an unnamed "low-level marketing executive" dooms the strategy. Were he to take full credit for the decision while wearing blood-stained combat gear on a battlefield having just saved a girl's orphanage from a terrorist attack...(maybe?)