ChapStick's butt photo
In October of last year, ChapStick posted a photo on Facebook of a woman who was looking for her ChapStick behind the couch. Seems innocent, right? Not so much. This woman's rear end was up in the air for all to see (and get a good look at). A blogger then noted the photo as being distasteful in her blog and posted similar comments on ChapStick's Facebook page. Here's where ChapStick really went wrong: The brand admins of the Facebook page deleted the comments made by the blogger along with others that were expressing disgust regarding the photo posted. Whenever more negative comments were posted, ChapStick continued to delete the posts. As you can imagine, the fans' anger quickly escalated, and ChapStick couldn't keep up with the deletions.
Shortly thereafter, ChapStick posted a version of an apology:
"We see that not everyone likes our new ad, and please know that we certainly didn't mean to offend anyone! Our fans and their voices are at the heart of our new advertising campaign, but we know we don't always get it right. We've removed the image and will share a newer ad with our fans soon!
We apologize that fans have felt like their posts are being deleted and while we never intend to pull anyone's comments off our wall, we do comply with Facebook guidelines and remove posts that use foul language, have repetitive messaging, those that are considered spam-like (multiple posts from a person within a short period of time) and are menacing to fans and employees."
The first paragraph was just fine, but the second paragraph turned the blame back on the fans.