Why Are We Punishing Beco For Giving Us Transparency We Asked For
We keep telling brands to be transparent. Tell us what's inside. Show us the ingredients. Give us enough information to make our own choices, b ut what happens when a brand actually does that? What happens when it doesn't just talk about itself but puts its competitors next to it and says, "Look at the difference"? Suddenly, transparency doesn't sound so exciting anymore. That is what makes the recent Beco controversy so interesting. The home-care brand recently launched its #WarOnWhatsHidden campaign, and unlike most campaigns that spend their time explaining why their own products are better, Beco decided to point directly at the competition. It named brands like Vim and Surf Excel , compared their products with its own, and highlighted ingredients that Beco says are present in those products but absent from its own formulations. The backlash followed quickly. Critics called the campaign fear-mongering and an unfair attempt to damage established brands. There h...