Description: Fashion brand Bayo’s latest ad campaign is causing a furor because of its racially charged content. Weeks earlier, the company had to pull an earlier phase of its advertising campaign. The WSJ’s Patrick Barta tells Deborah Kan what the controversy is all about.
Source: Marketwatch.com – video report
Date: June 18, 2012
Questions for Discussion:
- What does this report say about risks managers take when dealing with cultural issues?
- Do you suspect this might have been a “planned” controversy in order to generate greater publicity?