A Tender Song for Tough Times: When Crisis Communication Goes Viral

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In early December 2011, McNeil PCC, a Canadian pharmaceutical subsidiary of U.S. corporate giant Johnson and Johnson (J&J), responded to Internet consumer outrage at the disappearance of the ultra-absorbent o.b. tampon. Comments on Internet sites such as Jezebel, ipetitions, and Write the Company featured loyal o.b. tampons users responding in disbelief and outrage to the shortage. In response to the Internet criticism, J&J sent an email notice to users inviting them to the o.b. tampons website to view a video apology that ultimately garnered 27 million unique views (Lowe & Partners, 2012) and awards for the advertising agency that developed the campaign.