'Smoking Smarties'

Companies are aware that people who are using their brands in unconventional ways will make sure to spread the word via social networking sites and by posting videos on YouTube. The catch is that the end result can be either positive or negative. A positive example would be the buzz that Diet Coke and Mentos received with the infamous experiments. A negative example would be all the press that Smarties is getting due to the latest videos that have been posted on YouTube called “How to Smoke Smarties.”

I had not heard of this new fad, so when I read my Ad Age Daily email and saw the headline “Smoking Smarties Videos Create Blaze of Unwelcome PR”, I was curious to read what was going on. In case you have not seen them yet, here is the video clip:



Apparently, there are many more videos of teenagers giving lessons on how to smoke smarties in the correct way. Although most of the videos are old, this video has sparked interest in a number of people and is number one on Google’s results page when you type in “smarties.” The big hit and the one that comes up most frequently in organic search is filmed by YouTube youngster "baller4life," aka Titus, which was created in December 2007.

While the video is old, the article explains that it is a simple case of exposure. Last week the video was featured on BuzzFeed and then on Monday appeared on CollegeHumor; the popular video-gamer destination G4tv.com's "Attack of the Show"; and the "Late Night With Jimmy Fallon" blog. And so began the rise of Titus' 1 minute, 38 second Smarties-smoking tutorial. I don’t know about you, but it seems outrageous that these people or sites would mention these videos in a positive manner. Are teens and people supposed to think these videos are cool? We’re talking about smoking here, and using a candy to demonstrate that. Seems pretty pathetic.

Luckily, the marketer of Smarties agrees and does not support these videos or viral communications. "It's certainly not endorsed by us. We don't endorse smoking, but we can't control what people do out there," said Eric Ostrow, VP-sales and marketing for Ce De Candy, the owner of the Smarties brand. He said he's been aware of the YouTube videos for more than a year, but Ad Age's query was the second call this week -- and the only one he's ever received regarding the videos.

Since participating in social networking sites and posting videos to YouTube are common activities for everyone including 15 year-olds with access to webcams, companies are going to have to brace themselves for the worst case scenario. That being said, they also need to be paying attention to what is being said on the Web, social networking sites, the trade journals and of course, word of mouth. In the case of Smarties, the brand is being connected to the act of smoking, and the company is distancing itself and denying any connection.

Pete Blackshaw, Executive VP of Nielsen Online Digital Strategic Services said “by Ce De speaking out and saying it doesn't condone the activity, is doing about as much as it can right now. For every time we have a Coke/Mentos, we need to keep in mind the equal opportunity of social media. It can go both positive and negative," he said, adding that one of his concerns for Smarties now is the video showing up at the top of a Google search. "That's where you could start to have a problem with general consumers getting the wrong idea. ... I know we all like a positive story ... but the real story in social media is how brands are challenged and eroded by it."

Although companies wish they could get positive PR from people performing stunts and finding unconventional uses for brands, they must figure out a way to deal with the opposite effect. Unfortunately, this means that every company and brand is fair game. Beth Snyder Bulik, the author of the article, gives advice about what to do if people are messing with your brand online:
1. Don't fight it. Trying to cajole, warn, threaten or even sue someone who is misusing your product or making a joke will only come off as heavy-handed. "Maybe some Neanderthal thinks that they can control this, but the reality is no one can," said Pete Blackshaw, exec VP of Nielsen Online Digital Strategic Services. And antagonistic attitudes will only invite more criticism and mocking.
2. Survey the extent of the problem. Is it a small group of jokers no one will take seriously or a more reputable group? How damaging is what they're saying or doing? That is, are they completing maligning the product and associating it with extremely unsavory behavior? Or is it just goofing around?
3. Turn to your social-media crisis plan. And if you don't have one yet, develop one.
4. Be open with employees. They use social media too and likely already know about it. But make sure to discuss what's happening and give them the information you want conveyed (for instance, what to say if a friend asks at a party, "Hey, what's up with all these kids smoking Smarties?").
5. Respond accordingly. At the very least, have a prepared statement for any media calls. Make sure it is available to all senior executives who may be queried. And make sure to respond as quickly and as transparently as possible to any direct questions from your customers.