Matthew Carlton
Mar 13, 2014

Deal with acquisition anger through dialogue

PR firms must reassure consumers to head off online resentment when Asian companies take over Western brands.

Japanese firm Suntory’s takeover of iconic American brand Jim Beam sparked angry comments

“Boycott Smithfield Americans don’t want the Chinese involved with our food supply,” growled an angry American on Facebook when he learnt the Virginia-based pork company was bought by China’s Shuanghui for US$4.72 billion last September. 

It was a similar tale in January when Suntory, the Japanese drinks firm, took control of Beam Inc, producers of the Jim Beam and Maker’s Mark bourbon brands. 

“Sad to hear Jim Beam Maker’s...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Jon Cook: ‘I was scared we would mess up an iconic Y&R or VML’
Premium
9 minutes ago

Jon Cook: ‘I was scared we would mess up an iconic ...

Nearly a year after the merger, VMLY&R’s chief executive reflects on progress so far, on comparing notes with Wunderman Thompson and on applying lessons from China.

Premium
A year to Tokyo 2020: which brands will win the Games?
Premium
1 hour ago

A year to Tokyo 2020: which brands will win the Games?

12 months out from the Tokyo Olympics, we take a look at how the Games are affecting Japan’s advertising market — and ask which brands stand to make the most from the sports extravaganza.

Premium
Gojek rebrands to reflect evolution
Premium
1 hour ago

Gojek rebrands to reflect evolution

Gojek has unveiled a rebranded logo and user interface as it looks to its “next chapter of growth”

Premium
Twitter taps tech veteran Gap Kim as global business marketing leader
Premium
2 hours ago

Twitter taps tech veteran Gap Kim as global ...

Kim has worked at the likes of Facebook, WhatsApp and Google.