Contigo last week re-announced its six-month old recall of kids cleanable water bottles because the drinking spout could detach, posing a choking hazard to children. Like any product recall involving a children’s product, the announcement is generating a lot of media coverage and alarm among parenting and childcare circles.
What’s most troubling about this “rolling” recall is that the “fix” in the initial recall – the replacement lids – are posing the same risk to children as they did when the initial recall occurred.
It’s always hard to say whether a recall will leave a lasting mark on a company’s reputation. But rolling, or successive, recalls of the same product increase the chances of lasting damage, or at the very least an extremely costly and drawn-out crisis. That’s exactly what happened in the recent past with national rolling recalls of children’s cribs, ice cream, and romaine lettuce.
Contigo enjoys solid brand loyalty. Several of its water bottles reside on “best of” lists like The Strategist and CNET. In fact, one CNET editor notes “the brand’s reputation of making long-lasting, stylish, functional bottles.” But a rolling recall can affect any company’s reputation.
Based on our experience, there several challenges that companies across all industries should think about and plan for when it comes to rolling recalls:
We’ve seen the effect of rolling recalls more times than we can count. Our experience informs our unique perspective on the risks, challenges, and often over-looked opportunities associated with these types of reputational matters. To find out more about our capabilities and how we can help, visit: https://www.stericycleexpertsolutions.com/
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