3 crisis lessons from Skittles’ refugee tweet response

The VP for the brand’s parent company was applauded for her tempered statement amid the firestorm over Donald Trump Jr.’s analogy. Here’s what you can learn.

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Sometimes, you can’t see a crisis coming.

PR and marketing pros at Skittles probably didn’t think to prepare for a political debate—but that’s exactly what the candy brand was recently thrust into.

On Monday, Donald Trump Jr. tweeted an image using Skittles as an analogy to Syrian refugees to promote his father’s presidential campaign:

This image says it all. Let’s end the politically correct agenda that doesn’t put America first. #trump2016 pic.twitter.com/9fHwog7ssN

— Donald Trump Jr. (@DonaldJTrumpJr) September 19, 2016

Twitter users lashed out with snark, and Advertising Age reported that the candy garnered more than 30,000 mentions by Monday night.

If I had a bowl of skittles and I told you that one of the orange ones was going to take our country back 50 years, would you vote for it? pic.twitter.com/lPstSZzPl5

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