BAYO’s “What’s Your Mix?” Campaign Series
Remember the BAYO “What’s Your Mix?” issue that offended a lot of Filipino netizens? After issuing an apology, well, it looks like that wasn’t entirely the whole story because today I’ve got a note from them saying:
We appreciate your feedback about our most recent ads. With the different variations and suggestions made by the public, we have decided to reveal the rest of the campaign, as a way of shedding more light on the issue.
It was meant to be a three-part series rolled out over the next few months (Editor’s note: emphasis added) with the intent of celebrating nationality, heritage and personality mix.
Unfortunately, the message got lost along the way. Despite this, we at BAYO, will continue our 20-year tradition of celebrating the diversity and uniqueness of every Filipino.
Thank you for your time.
Vice President, BAYO
For some people, the issue was a PR disaster. I, on the other hand, thinks otherwise. I think that they were trying to communicate a great message. However, it got lost and misinterpreted along the way.
Along with the email they’ve attached an image of the 3 planned phases. I actually am digging the second phase. Mainly because I’m Ilongga. But really, it’s a nice message, people just need to go past the fact that the first message was misunderstood but if we look into it, it has a meaningful and powerful message on how we should be proud that we’re Filipinos.
On a marketing note, I love how they’ve handled the social media disaster by issuing an apology just right on time. Just when the issue was hot and people were eagerly talking about it. When the public’s ready to hear their side. Timely response means that the brand truly didn’t mean to offend anyone and were clear with their intentions. People love brands honesty. Late response only means a brand is afraid or hiding something of which in this case, BAYO doesn’t seem to have any.
Their next step which is doing a follow-up and trying to present their message in a much clearer way (though not really necessary) only helps strengthen the brand’s pure intention.
As my connection on Twitter said, “10% Apology, 90% Brand Awareness = 100% BAYO)