It was only natural that some brands would start launching ‘topic’ campaigns in relation to the London Riots. I understand the riots are causing a lot destruction and negativity to the community, but I can also see how like with any brand. It wants to relate to people whether its a sport they play or a current affair the world is being effected by. As long as it’s done tastefully I support it.
Brands including Levi’s and Nike denied suggestions that they were paying the price of flirting with images of youthful rebellion, but several youth brands are attempting to reconnect their offerings with sportspeople and even with the people who cleaned up after the protests.
In a Daily Mail column on Monday, Janet Street-Porter wrote that ‘even mainstream brands such as Levi’s promote the notion of confrontation as hip’.
Writing for PRWeek, Instinct PR founder Jonathan Kirkby has argued that brands must now become ‘more sensitive’ with their PR and marketing, warning against using imagery and ideas that could be interpreted as ‘encouraging a rebellious attitude’.
Levi’s pulled cinema and Facebook adverts last week for its Go Forth range, which featured a young man squaring up to riot police while a voiceover said ‘you’re marvellous’.
Although Levi’s declined to discuss how it was moving its brand on following the riots, a statement given to PRWeek claimed that the advert was ‘in the spirit of positive action and optimism’.
It added: ‘We believe this spirit was encapsulated by the groups that came together in Clapham, Hackney and elsewhere to rebuild their communities.’
A Nike spokesman denied that the brand had flirted with dangerous imagery, although earlier this year it replaced a line of shirts that read ‘Dope’, ‘Get High’ and ‘Ride Pipe’ following complaints that they promoted drug use.
Hinting that Nike was likely to refocus its comms and marketing strategy to emphasise its relationship with elite sportspeople, the spokesman insisted ‘sports values have always inspired our campaigns and brand statements’.
London 2012 Olympics tier one sponsor Adidas has used controversial rappers Snoop Dogg and Big Sean to promote the brand. Adidas head of PR Sarah Gower declined to comment, but a previous statement said the riots ‘go against everything we stand for’.
PRWeek also contacted JD Sports group marketing director Stephen White for comment, but he failed to respond.
Foot Locker declined to comment as ‘a matter of corporate policy’.
KEY BRAND PLAYERS
Levi’s was forced to pull an ad featuring a young man squaring up to riot police, following a public outcry that it glorified riots.
Nike had a store hit in Manchester and its products were targeted in other stores by youths.
JD Sports suffered as young rioters struck 30 of its stores – at a cost of more than £10m in clean-up work and lost stock.
BlackBerry was identified as the smartphone of choice for teenage rioters and its instant messaging service BBM was reportedly used to organise disruption.
Adidas clothing featured in many of the media photographs of the riots.
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