Cookie Dough is Back
08-24-2009
Mike Rozembajgier
It was one of the most publicized recalls of the summer. Now, after nearly two months of being off the shelves, Nestlé today announced that its cookie dough is returning to stores. In case you’re still concerned about your cookies being safe, you shouldn’t be. In fact, to ease consumers’ concerns, Nestlé is taking recall notification and communication to the next step. Nestlé is putting a special label on new batches of cookie dough to indicate that the product is not part of the recalled lots.
Effective communication with consumers is invaluable to the brand. And Nestlé gets it. They understand their customers and the need to maintain customer loyalty, even when a mistake is made. Where a few weeks ago a mother walking down the grocery aisle may have passed by the cookie dough section, now a bright blue “New Batch” package may catch her eye – and perhaps even the eyes of her child. This may be just the incentive for her to feel safe enough to put the cookie dough in her shopping cart.
Remember: It’s how you deliver the message. Failing to effectively communicate with your audience after a recall could result in continued disinterest by consumers and increased damage to your brand. – neither are viable options.
When it comes to getting through a recall unscathed, it is critical that companies provide customers with appropriate information both during and after the event. We can learn from Nestlé. They have taken recall communication to the next level.
Stericycle ExpertRECALL™ is the industry leader in recall logistics and regulatory compliance for consumer product, pharmaceutical, medical device, juvenile product, and food and beverage recalls. ExpertRECALL’s professionals are experts in recall management who can help you streamline the entire product recall process.
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