Puma's Creative Campaign with Chelsea Star's Slip-Up
Puma turns a potential PR crisis into a clever marketing campaign after Chelsea's Marc Cucurella discards their boots during a match.
Puma has adeptly transformed a seemingly detrimental incident into a creative marketing campaign. The situation unfolded two weeks ago during a match against Tottenham Hotspur, where Marc Cucurella, Chelsea's left-back, experienced two significant slips leading to goals for the opposition. In response, Cucurella changed his boots mid-game, discarding his Puma boots and opting for an older pair from the same brand. Despite these challenges, Chelsea mounted a comeback, securing a 4-3 victory.
Post-match, Cucurella posted an image on social media showing his boots in a trash bin, captioned: "Sorry, Blues," apologizing to fans for his earlier mishaps. What could have been a public relations setback for Puma was ingeniously flipped. The German sportswear company launched a campaign featuring an image of Cucurella beside a caution sign reading, "Caution: Wet Floor." Accompanying this was the message: "No matter how you slip, it's how you recover that counts," referencing Chelsea's resilient comeback.
Additionally, Puma designed warning signs depicting a figure with Cucurella's distinctive hairstyle slipping, labeled with a caution about slippery surfaces. This inventive approach not only mitigated potential negative publicity but also showcased Puma's agility in turning unexpected events into marketing opportunities.
