Background
Holland House cooking wine suffered a significant blow to its consumer image due to "aggressive remarks" spread by news media. As the manufacturer, directly arguing with the media would not achieve the desired effect. Therefore, a third-party PR agency was needed to convey objective opinions and restore the brand's reputation.
Key Information
The PR agency designed a fact-based campaign: a live cooking comparison at New York's Laurent Hotel, where journalists tasted dishes prepared with both cooking wine and fine wine. Meanwhile, a professor from a prestigious university's hotel management program conducted a taste study of the cooking wine and released an impartial evaluation. Faced with irrefutable facts, the media's aggressive claims collapsed.
Related Services
E-SENSE offers integrated overseas communication, international PR, media outreach, content planning, and brand globalization services. In this case, E-SENSE can assist brands by:
1. Developing crisis PR strategies that leverage third-party endorsements to rebuild trust;
2. Planning media events, such as on-site experience sessions, to guide journalists toward objective reporting;
3. Writing press releases and in-depth articles to accurately convey brand messages;
4. Coordinating relationships with media, experts, and consumers to protect brand image.
Industry Insights
The global record industry once consolidated from five major groups to four. Similarly, brand communication must adapt flexibly to market changes. In the age of information overload, when companies face public opinion risks, professional PR agencies can help brands turn crises into opportunities through well-planned and executed communication campaigns. E-SENSE specializes in overseas communication, helping Chinese brands build a strong reputation in international markets.
Summary
The Holland House case demonstrates how PR agencies can resolve crises by leveraging facts and third-party authority. As an expert in integrated overseas communication, E-SENSE provides end-to-end services from crisis PR to daily communication, supporting brands in achieving stable growth in the global market.