Marketing experts say brands that have advertised themselves with a nod to CTV National News host Lisa LaFlamme's recent dismissal should beware of blowback.
Companies that integrate news moments into their branding run the risk of being seen as opportunistic and should prepare for added scrutiny from customers and employees, when they take a stand on hot button issues, said retail analyst Bruce Winder.
Winder's remarks come after fast-food chain Wendy's changed the profile photo on its Canadian Twitter account Thursday to its mascot bearing grey hair instead of her usual red locks. Earlier this week, Dove Canada alluded to LaFlamme's dismissal after 35 years with the network in a campaign called Keep the Grey that proclaimed "age is beautiful" and said, "women should be able to do it on their own terms, without any consequences."
Meanwhile, Joanne McNeish felt Wendy's campaign didn't make much sense because the brand has never been associated with ageism or grey hair. However, she noted Dove has long been linked to those topics and has run campaigns on greying hair for 15 years.
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