Ugh. I love Sigg bottles. I've bought them for friends. Recommended them as a campaign element in clients' green marketing efforts. And have been a brand enthusiast for years. Now the brand is up to their eyeballs in a full-blown media crisis. Why? While its CEO may claim the issue is all a matter of semantics, the fact is Sigg was less than truthful about the presence of BPA in the lining of its bottles prior to 2006. As the head of a green advertising and marketing agency that specializes in sustainable advertising, green public relations and LOHAS marketing, I feel Sigg's pain.
And I understand their temptation to walk the fine edge of the truth. After all, they could rationalize that the BPA presence in their bottle lining was a non-leaching presence, so therefore it was no big deal. But it was a big deal. And the fact is, it is NEVER a good idea to tell less than the truth. Because at some point, the whole truth is always revealed.
So the next time you feel the need to dance around the truth. To tell parts of it. To offer less than full disclosure. Consider the predicament of Sigg—a former poster child for eco-consciousness. This once trusted brand no longer has the full faith of its fans. Consumers feel deceived. And damage control, if it is possible, will be immensely costly. Ask yourself, "Was it worth it?"
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
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