By all accounts it was a PR dream come true. The South African Rugby team — the Springboks — was heading to the Rugby World Cup, and Fleishman-Hillard’s client, Canterbury International South Africa (CISA), was slated to produce most of the fan apparel. But things went terribly wrong when the South African flag was inadvertently placed upside down on several garments. The crisis was further compounded when it was revealed that some of the CISA merchandise was not locally produced. As a result, South Africa’s largest trade union, COSATU, publicly called for a boycott of the team. Following discussions, CISA agreed to a goal of 100 percent local manufacturing within two years. A press conference announcing the agreement and featuring CISA and COSTATU reps wearing Springbok jerseys went a long way toward restoring the brand’s reputation.
South Africa’s Flag Triggers Union Crisis for Rugby Team
Posted on October 13th, 2007 | More Crisis Communications · Labor Communications · Manufacturing · Reputation Management · Sports
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