‘Be careful when linking products to viral trends’

PETALING JAYA: Retail companies must exercise caution when devising marketing campaigns, as missteps could tarnish their reputation, said Universiti Teknologi Mara (UiTM) marketing and retail programme course coordinator Dr Muhammad Azman Ibrahim.

Last week, a video shared by a Facebook user showed a “one-on-one” fight between a convenience store owner and another man in Seberang Jaya, Penang.

The man was wearing a white singlet, which inspired some retailers to create marketing campaigns promoting white singlets.

Chain retailer Aeon also launched a marketing campaign on social media, featuring an image of a white singlet with the slogan “comfortable to wear in all situations”.

It was accompanied by a caption announcing that Aeon was offering singlets for sale and inviting the public to visit its stores to purchase them.