Whiskey Brand Ends McGregor Deal

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Post on Nov 27, 2024

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Whiskey Brand Ends McGregor Deal: A PR Nightmare & What We Can Learn

Okay, folks, let's talk about the Conor McGregor whiskey debacle. It's a wild story, and honestly, a masterclass in what not to do with influencer marketing. I mean, I've seen some PR disasters in my time – remember that whole "diamond-encrusted toilet" thing? – but this one? This one takes the cake.

I remember when Proper No. Twelve first launched. It was everywhere. Conor McGregor, the notorious UFC fighter, was plastered all over the ads. The brand was huge. It felt like every other Instagram post was someone holding a bottle, bragging about their "Proper" night out. Seriously, it was insane. I even bought a bottle myself, purely out of curiosity. The taste? Eh, it wasn't bad, but not amazing either. I think it's available online and in most liquor stores.

The Downward Spiral: From Glory to… Well, Not Glory

But then, things started to go south. Fast. Conor, let's just say, he's... controversial. One thing after another. Legal battles, public brawls, you name it. His image, once carefully crafted to sell whiskey, started to become toxic. The brand, tied inextricably to his persona, started to suffer.

And then came the final blow – the announcement that the brand was severing ties with McGregor. Ouch. That's gotta sting. For both sides.

SEO Lessons Learned (The Hard Way):

This whole mess is a textbook example of the risks involved in heavily relying on a single influencer, especially one as volatile as Conor McGregor. I learned this lesson the hard way in my early days, you know? I partnered with a somewhat well-known blogger for a big product launch, and she dropped the ball completely on her end. It was disastrous.

Here’s what you absolutely MUST avoid:

• Over-reliance on a single influencer: Diversify! Find multiple smaller, more targeted influencers who align with your brand values. Don't put all your eggs in one basket, especially one that's prone to cracking. Look for micro-influencers; you might be surprised by their reach.

• Ignoring negative press: Conor's controversies weren't exactly a secret. The brand should have had a crisis communication plan in place. They should have been actively monitoring his public image and addressing any negative press, before it spiralled out of control. This is so important for your brand reputation.

• Failing to define clear brand values: The brand seems to have become inseparable from McGregor’s persona. A strong brand needs its own distinct identity, separate from its ambassadors. Remember that. This is KEY for your SEO strategy.

Rebuilding the Brand: A Path Forward

So, what now for Proper No. Twelve? They have a HUGE challenge ahead. They need to rebuild their brand identity, and distance themselves from the negativity associated with McGregor. This is a difficult challenge.

They’ll need a smart, comprehensive SEO strategy that focuses on:

• Keyword research: Targeting relevant keywords around whiskey, Irish whiskey, premium spirits and, crucially, highlighting any unique selling propositions.

• Content marketing: Creating high-quality content (blogs, videos, recipes) that showcases the whiskey itself, its production process, and its taste profile.

• Public relations: Focusing on positive press, building relationships with key journalists and influencers, and telling a compelling brand story.

It's going to be tough, but it's not impossible. This whole situation underscores the importance of brand building, risk management and a robust SEO strategy. It's a costly lesson, but one the Proper No. Twelve team, and all of us in the marketing game, hopefully learned from.