Ribena case study

[Hitcher]

As an interested professional observer, I have been particularly interested in the reaction and responses of GlaxoSmithKline during the course of the Ribena saga involving the Commerce Commission.

In my view this is a classic example of how not to manage a public issue. I wonder how much GSK has "invested" on professional advice over the past few years, leading them down a path littered with gaffes, multi-national arrogance and lies. The damage to GSK's reputation from this event will be considerable, not to mention a knock-on effect onto all other "health" drinks.

Tui moment: "It was never our intention to mislead our customers."

I hope heads roll at GSK. This sort of behaviour by any organisation is unforgiveable, not least when it is supported/encouraged by communications "professionals".

[ManDownUnder]

...professional advice over the past few years, leading them down a path littered with gaffes, multi-national arrogance and lies.

Sounds like a certain war on terror really doesn't it?

Or perhaps a certain Ms Gutting a la Telecon - "it's ok, deception's a valid tool in the marketing kit"

Line 'em up and nail them to the wall.

[skelstar]

Not 100% up to speed on this but what is considered as a good response to this gaff then Mr. H?

[avgas]

Fact of the matter - advertising is lies.
Misses got pissed off at me cos i told her to get over the whole Ribena thing. The percentage of people who bought Ribena for the sheer fact it had "4X the Vit C of Oranges" deserved to be lied to.
Here are some other simple facts:
Subway has more that 8 grams of fat no matter how you have it.
Colgate will not clean your teeth for 24 hours
You will not run faster, jump higher, or attact the opposite sex unless you have been lied to - believe the lie - and do it on your own anyhow.

[Hitcher]

Not 100% up to speed on this but what is considered as a good response to this gaff then Mr. H?

If you don't know the truth, discover the truth.
If this discovery process will take some time, outline the process and the likely timeframe.
If you've done something wrong, admit to it and then outline what you're going to do to put things right.
Do not be evasive, or talk down to your audience or, worst of all, lie.

Your sins will always find you out, despite best efforts to brush off or conceal.

[Hitcher]

It's always better to be in control of your own destiny than to have some external party reviewing your performance. GSK passed up this opportunity and have now been exposed and hammered by the Commerce Commission.

[Ixion]

If you don't know the truth, discover the truth.
If this discovery process will take some time, outline the process and the likely timeframe.
If you've done something wrong, admit to it and then outline what you're going to do to put things right.
Do not be evasive, or talk down to your audience or, worst of all, lie.

Your sins will always find you out, despite best efforts to brush off or conceal.

No, they very seldom do if you are a global corporate.

Arguably GSK adopted the standard and correct procedure . They were very unlucky in that Fairgo decided to intervene , forcing the authorities to take some action. Had it not been for that (and the odds of a "Fairgo" type intervention are very low), nothing would ever have happened. The authorities had already dismissed the matter, any attempt by the schoolgirls to publicise it could easily be shutdown with the threat of a libel suit.

999 times out of 1000, the standard multinational response of deny and threaten works perfectly. If corporates (or government departments) were to start telling the truth they would very quickly all be in deep shit indeed.

[eliot-ness]

The damage to GSK's reputation from this event will be considerable, not to mention a knock-on effect onto all other "health" drinks.

Maybe their reputation in NZ will be damaged but is it likely to get TV coverage and make headline news worldwide. The amount they were fined gives the impression that the offence was trivial. My bet is that it will be swept under the carpet and apart from NZ it will be business as usual and even here it will soon be forgotten. A fine of $5,000,000 would have had more impact. A company rep on the news last night admitted they'd made a mistake but added "Ribena concentrate has some vitamin C". No claim about the amount being higher than other products. He didn't sound too worried by the outcome.

[Paul in NZ]

As an amatuer observer and a professional Type 1 Diabetic and thus one whos health and well being depends upon accurate makers descriptions of the contents of all foods and beverages, I find their actions deplorable.

On the other hand - it's great that affordable 'science' is availiable all school kids and the rest of us so these pricks can't get away with this stuff... It does make you wonder though. If these clowns are prepared to lie about Ribena, maybe that tobacco is not as safe as they said and perhaps there were no weapons of mass destruction after all... egad... I'm off to check the power output on the Triumph, perhaps thats not right either...

[Motu]

It's all ok now,they have been hammered with a crippling fine.

[Blackbird]

I hope heads roll at GSK. This sort of behaviour by any organisation is unforgiveable, not least when it is supported/encouraged by communications "professionals".

I might comment on an issue which is before the courts at present concerning a division of our company with respect to knowingly selling timber which was below published strength specifications. (This is public domain). The CEO at the time (now retired), is apparently liable for a personal fine of up to $1 milllion. I wonder how this applies in the Ribena case?

[MSTRS]

No, they very seldom do if you are a global corporate.


Sorry Ixion, I agree with Hitcher. However, you are right in saying that it seldom makes a difference.

[Beemer]

I agree that any food or beverage producers' claims must be accurate and not deliberately misleading - especially for people like Paul, who rely on this information to make choices to avoid harming their health. I think a lot of people DO buy Ribena for their vitamin C claims - especially those with children. As for me, I drink things because I like the taste, not necessarily because I think they are doing me good, so this won't affect me greatly. However, the fact it contains more sugar (40% I think) than a bottle of Coke does concern me as I always thought of it as a low-calorie alternative.

I think any company that scoffs at suggestions they are being less than honest and only admits they have been lying when the matter goes to court has blown it in the eyes of the public. Sure, some people won't give a stuff and will continue to drink Ribena (or maybe even be unaware of the controversy), but many others will avoid anything made by this company in case there are other similar products being sold to unsuspecting consumers.

[vifferman]

You know what I think?

[Paul in NZ]

You know what I think?

No............ But I'd like to know...

[vifferman]

No............ But I'd like to know...
So would I.
I... uh... was hoping someone could help me. :confused:

[avgas]

Yeh turns out smoking kills too! who would have guessed.
This is exactly like the Marlboro bandwagon. Everyone throw stones at GSK.
Sheep

[Beemer]

Yeh turns out smoking kills too! who would have guessed.This is exactly like the Marlboro bandwagon. Everyone throw stones at GSK.
Sheep

Yes, but unfortunately it doesn't kill fast enough... and it's not a valid comparison as it's not like the makers of cigarettes are advertising that their product contains vitamins and minerals that will enhance your health.

Baaa.

[Zukin]

This is my repsonse :yes:
http://www.trademe.co.nz/Browse/Listing.aspx?id=93576139

[The Stranger]

It's not unlike some breakfast cereals.
Since when did simple grains have all these vitamins and minerals in such abundance. Well since they sprinkle it on at the end of processing.
Of course most people have milk, which washes most of the goodies off. So unless you drink the milk and lick you bowl clean - and empty the bag on your plate as well you are never going to actually ingest all these goodies. But they are in the packet as they say they are.

[vamr]

As an interested professional observer, I have been particularly interested in the reaction and responses of GlaxoSmithKline during the course of the Ribena saga involving the Commerce Commission.

In my view this is a classic example of how not to manage a public issue. I wonder how much GSK has "invested" on professional advice over the past few years, leading them down a path littered with gaffes, multi-national arrogance and lies. The damage to GSK's reputation from this event will be considerable, not to mention a knock-on effect onto all other "health" drinks.

Tui moment: "It was never our intention to mislead our customers."

I hope heads roll at GSK. This sort of behaviour by any organisation is unforgiveable, not least when it is supported/encouraged by communications "professionals".

I fully agree, without smacking how else would parents be able to instill the 'don't be a tell-tail' set of values. The real villains of this story are those two nosy girls and their failed parents. This country is too soft.

[Maha]

Yes, but unfortunately it doesn't kill fast enough... and it's not a valid comparison as it's not like the makers of cigarettes are advertising that their product contains vitamins and minerals that will enhance your health.

Baaa.

Back the Marlboro bandwagon up here!....its my understanding that if all the smokers in NZ were to give up/die whatever, the Government would have to find around $900,000,000 in tax pa....thats how much they receive in cigarette/tabacco tax each year. Petrol at $5 per ltr?....Higher income tax perhaps?..would that be better? Where would you like see the Government increase tax's to balance out 'smoking V non smoking'?

[Guitana]

To be brutally honest I fucken hate Ribena it's so sweet and sickly my mother used to ram it down my throat when I was a wee tacker and i've never drunk the purple weasel piss since!!!! Stick to OJ!!
At least Maccas company dosent lie about the contents of it's OJ!!
Go CHARLIES!!!!

[Macktheknife]

Maybe their reputation in NZ will be damaged but is it likely to get TV coverage and make headline news worldwide. The amount they were fined gives the impression that the offence was trivial. My bet is that it will be swept under the carpet and apart from NZ it will be business as usual and even here it will soon be forgotten. A fine of $5,000,000 would have had more impact. A company rep on the news last night admitted they'd made a mistake but added "Ribena concentrate has some vitamin C". No claim about the amount being higher than other products. He didn't sound too worried by the outcome.
Actually it already has, it has been big news in the UK as the company has been in the crapper there and I heard a rumour that the girls have been interviewed by both radio and newspapers in other countries too. Good on them I say.

[Hitcher]

I fully agree, without smacking how else would parents be able to instill the 'don't be a tell-tail' set of values.

Hopefully less successfully than the more elusive "tell-tale" values.

[Madness]

Back the Marlboro bandwagon up here!...

Now there's a quality product!

Every year smoking in N.Z declines by around 10%, as does the revenue take. The Government increase the excise duty on tobacco products every year to compensate (another smoking term) to ensure the $9,000,000,000,000,000,000,000 remains the same. If this trend continues, in 100 years or so there will be 283 smokers in N.Z and a pack of Marlboro Red 20's will cost around $18,000.


It's not like the makers of cigarettes are advertising that their product contains vitamins and minerals that will enhance your health.
I'm sure if legislation allowed advertising of any form at all it would eventually come to that.

[vamr]

Hopefully less successfully than the more elusive "tell-tale" values.

*FOREIGNER IMMUNITY*

[avgas]

The reason why i brought up Marlboro is that i have a good friend that works for them (well not them - more Altria Group). We found it funny the ammount of people who smoke Marlboro because its advertised as something "The Cool Cowboy/Hardman" would smoke.
This advertising is not only a direct lie (Cowboys didnt have Marlboro), but it is directly targeting a male population between the age 15-30, who want to be 'cool/hard'.
If you want to look at similar parallels, Ribena is for the 'health-conscious mum'.
Nutri-grain - 'wanna be hard youth'
Its all creative lies - to sell a product. Its not a conspiracy theory. Im not a naysayer - im just saying it is how it is.
You should always take advertising for a grain of salt.
The good thing about advertising is it is an exciting way to show a product. For most of us - its why we buy the things we buy. Not all lies are bad - some are motivating.
You cant blame GSK for lying to you, there is no point - you can only learn from the experience and blame yourself if you believe another advertising lie.

[avgas]

Only a matter of time before this happens with everyone talking...

[RantyDave]

It's all ok now,they have been hammered with a crippling fine.
I take it you're being sar-carstic? (http://www.fortunecity.com/lavendar/hawkslane/231/yo25.html)

200k? For misleading consumers for years? And not a minor piece of fraud either - it was basically the cornerstone of persuading consumers that this particular evil sugary crap is actually good for you. Good for kids. Trust us, we're a f*cking drug company. I would have them barred from selling stuff in NZ for years. Or get them to go through some horrifyingly expensive accreditation process for every single one of their products.

Buttwipes. We can, however, hope that their competitors now bring a similar action against them in the states where the legal system takes a dim view of everything from farting in polite company upwards.

Dave

[Lissa]

I think its disgusting they mislead their customers. We have a right to know what we are putting into our body. On the other hand it is only the ready made drinks that are involved in this. I use the concentrate for my children.. always have, because of the Vitamin C in it.... is this right, is the concentrate full of Vitamin C like they say it is? I wont being buying Ribena again anyway though.

[Trudes]

What really concerns me is this comment:


Your sins will always find you out, despite best efforts to brush off or conceal.

No, please, tell me it's not true!!! That pumpkin I once stole is going to haunt me, foreverrrrrrrrr.....

[Lissa]

What really concerns me is this comment:



No, please, tell me it's not true!!! That pumpkin I once stole is going to haunt me, foreverrrrrrrrr.....

You are so very very bad, I'm digusted!!!!!! What did that pumpkin ever do to you!!


:D

[Jantar]

.... is this right, is the concentrate full of Vitamin C like they say it is? I wont being buying Ribena again anyway though.
The concentrate has SOME Vitamin C, but not as much as claimed, and far less than most ready to drink fruit juices.

[Lissa]

The concentrate has SOME Vitamin C, but not as much as claimed, and far less than most ready to drink fruit juices.

The bottle of concentrate states... "Rich in Vitamin C". I suppose that doesnt have to mean it has ALOT of vitamin C?

[mstriumph]

....................
No, please, tell me it's not true!!! That pumpkin I once stole is going to haunt me, foreverrrrrrrrr.....

OK Cinderella :Police: 'fess up!!




erm - is there a statute of limitations on fruit and vegetables...?

[El Dopa]

I think they've handled it quite well, all things considered.

They've managed to completely suppress the key finding that drinking ribena makes your children worship satan.