Situation overview:

A leading manufacturer of salt, condiments, bleach and cleaning products located in Colombia lost a bid to continue exploitation of a well-known salt mine in Bogota. Competition responded by feeding misleading information to retailers, implying that the manufacturer´s brands would go off the market.

PROI member Role:

A  PROI Worldwide Americas Crisis Group partner worked to:

• Shield the umbrella brand by publicizing its high growth (despite the lost mine);
• Communicate the company's investment at the national and international level to highlight its stability;
• Initiate a corporate social responsibility program; and
• Develop and deliver messages of strength and longevity to media and retailers.

Results:

Major publications interviewed the company's CEO, gathered truthful information and discouraged the competition from continuing to mislead the retailers. Many publications confirmed the brand as top-of-mind with consumers (more than 80 percent today).