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If It Can Happen to Crock-Pot, It Can Happen to You: Four Steps to Make Your Brand Crisis-Ready

by Ann Handley  |  
February 2, 2018
  |  4,957 views

Pity the beleaguered Crock-Pot: First it gets its lunch eaten by the upstart InstantPot. Then it murders a beloved character on a popular TV show.

The slow cooker that had toiled unobtrusively for years on kitchen counters around the world, silently stewing your Swedish meatballs, suddenly found itself last week thrust into the social media spotlight.

Prior to last week, the brand wasn't even on Twitter—because, honestly, who wants to talk to Crock-Pot?

Yet, a week later, the hastily assembled @CrockPotCares Twitter feed is still defending itself from attacks caused by the unlikeliest of sources.

What Happened?


Last Tuesday, NBC's "This Is Us" episode fingered the family slow cooker in the long-awaited explanation of the death of family patriarch Jack Pearson (played by Milo Ventimiglia). The exact circumstances of his death had been a mystery for the past two seasons; that a faulty switch on a used slow cooker ignited the fire that engulfed the family's Pittsburgh home was a big reveal.

In case you weren't part of the record-breaking audience for that episode, here's the scene:


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Ann Handley is chief content officer of MarketingProfs, author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, and co-author of the best-selling book on content marketing, Content Rules. Ann co-founded ClickZ.com, one of the first sources of interactive marketing news and commentary.

Twitter: @MarketingProfs and @AnnHandley.

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