Soymilk: Not a negative PR issue for Target
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AdWeek released an article today regarding Target’s recent accusation of false advertising for allegedly wrongly promoting ‘organic’ soymilk. Target is being targeted (pun intended) by The Cornucopia Institute, “alleging that Target was misleading consumers in its national newspaper advertisements for Silk.” (Target is also accused of wrongly promoting certain Archer Farms products as organic.)
As a consumer I first wanted to know if Silk promotes themselves as organic. On the Silk Web site they say, “Nature’s Perfect Protein. 100% Whole Harvested.” To me, this implies organic without saying it. Healthy doesn’t equal organic, but can see how it’s easy to confuse. Looks like they need to clarify.
So, is this a Dean Foods issue or a Target issue? Michael Foley, former journalist and digital PR strategist at Waggener Edstrom says, “it doesn’t matter. Target should move to protect its customers and do the right thing.”
Assuming this is not a recurring trend (i.e. Target is not knowingly and wrongly promoting organic items), I think Target should apologize for the oversight, correct the information, pay any applicable fine(s) and move on. If this is not intentional and an ongoing pattern, this will not be a large negative PR campaign for the Target brand.
Or, in the words of Peter Shankman,