In this episode, we'll delve into a campaign that has sparked controversy and concern on social media. A popular drink among young people has been put under scrutiny, revealing information that could change the way you consume it. Get ready to uncover the hidden truth behind your favorite drink and how a simple TikTok post ignited a debate about transparency in the alcoholic beverage industry.
The spark that ignited the controversy
In June 2023, a TikTok user, @kylizzlec, posted a video that quickly went viral. In it, she expressed her surprise at discovering that a can of Four Loko, a popular alcoholic beverage among young people, contained a significant amount of calories, much more than she and her friends had imagined.
The post generated a heated debate in the comments, with thousands of users sharing their opinions and concerns. Many were surprised and alarmed by the lack of transparency in Four Loko's labeling, which does not include nutritional information on its cans or website.
The controversy intensified when other users began to investigate and found different figures on the caloric content of the drink, which generated even more confusion and distrust.
A day after the incident, the user posted a formal apology from @kylizzlec to Four Loko. She apologizes for not realizing how many people were unaware of the calorie content in a can of Four Loko. She mentions seeing an article from NBC about the issue and expresses her disappointment that Four Loko declined to comment.
A call for transparency and responsibility
The viral spread of @kylizzlec's video had a significant impact on the perception of Four Loko. Many consumers felt misled and expressed their dissatisfaction with the brand for not providing clear and accurate information about the nutritional content of its products.
The controversy also generated a broader debate about the responsibility of companies in the alcoholic beverage industry and the need for greater transparency in labeling.
A covert marketing strategy?
Some critics suggested that the lack of nutritional information on Four Loko cans could be a deliberate strategy by the brand to attract a young audience that is not as concerned about calories.
This theory is based on the fact that Four Loko is marketed as a fun and festive drink, and that information about its high caloric content could deter some potential consumers.
The question for the AI
How can alcoholic beverage brands balance the need to attract a young audience with the responsibility to provide clear and accurate information about the potential health risks of their products?
Alcoholic beverage brands can balance the need to attract a young audience with the responsibility to provide clear and accurate information about the potential health risks of their products by implementing responsible communication strategies that promote moderate and conscious consumption, using clear and direct language on their labels and advertising campaigns, avoiding images or messages that glorify excessive alcohol consumption or associate it with risky situations, collaborating with public health organizations and experts to develop awareness campaigns about the risks of excessive alcohol consumption, and promoting healthier alternatives such as low-alcohol or non-alcoholic beverages.
Example of using AI for social media monitoring
Instead of waiting for a post to go viral, Four Loko could use tools that work with Artificial Intelligence (AI) to monitor social media and detect potential reputation crises before they escalate.
These tools use AI to track and analyze mentions of the brand on social media, blogs, forums, and other online platforms. They can identify trends, analyze sentiment, and detect potential reputation crises.
Strategy that could be used:
Real-time monitoring: The social listening tool constantly tracks social media for mentions of Four Loko, including relevant keywords such as "calories," "nutrition," and "transparency."
Sentiment analysis: The tool uses natural language processing (NLP) algorithms to determine whether mentions are positive, negative, or neutral.
Anomaly detection: The tool identifies unusual spikes in the volume of mentions or sudden changes in sentiment, which could indicate a potential crisis.
Real-time alerts: The Four Loko team receives immediate alerts when a potential crisis is detected, allowing them to act quickly to address the situation.
Measurement of success:
Response time to crises
Reduction of negative impact on brand reputation
Increase in customer satisfaction
In this scenario, Four Loko would have detected @kylizzlec's TikTok video shortly after it was posted, alerting them to the growing debate around the transparency of nutritional information. This would have given them the opportunity to respond proactively, addressing consumer concerns and preventing the situation from escalating into a major crisis.
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