Campbell Soup's Pearl Harbor Day SpaghettiOs tweet draws attention, mixed reaction (Update: tweet removed with apology)

Tom Paine

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Adam Kmiec, Director, Global Digital Marketing and Social Media, of Camden-based The Campbell Soup Company has received a good deal of attention for his efforts to try to elevate Campbell's social media footprint. See this profile on him from Marketing Land last month.

However, a graphic in a tweet for its SpaghettiOs brand posted late last night for Pearl Harbor Day has created some controversy and mixed feedback from the twittersphere:

Some criticize the tweet as being in bad taste for the way it commemorates (and perhaps commercializes) such a tragic event; others defend it as being appropriate and patriotic. In any event, the attention its attracted has refreshed brand awareness for an ancient brand, which may be a net positive. And some have inserted the graphic in the middle of
other important historical photographs:

Not to be overlooked is the fact that several of Campbell's brands worked long and hard to meet the food needs of US troops during World War II.

What do you think?

(Update: I'm not sure if the graphic is still up now.)

It does appear to be gone from the SpaghettiOs twitter account, but I've embedded it from
another account.

SpaghettiOs has indeed removed the tweet, and added this statement in a new tweet: "We apologize for our recent tweet in remembrance of Pearl Harbor Day. We meant to pay respect, not to offend".

Update 12/10: Adam Kmiec apparently left Campbell's sometime in early December, before the Pearl Harbor tweet was posted, according to Marketing Land.

Also, Campbell's announced on December 13 that Yin Woon Rani had been appointed Vice President, Integrated Marketing, a new position, with responsibilities including digital marketing and social media.