Puma’s playful response to Marc Cucurella’s blunder highlights crisis management success

By Samuel OWUSU-ADUOMI

In the world of marketing and public relations, even the smallest misstep can snowball into a full-blown crisis. Yet, for brands with a finger on the pulse of cultural trends and consumer sentiment, such crises can be flipped into golden opportunities. A recent example of this comes from Puma, who turned Chelsea star Marc Cucurella’s viral mishaps into a clever marketing campaign that exemplifies the art of crisis management.

The incident: A slippery start for Cucurella

During Chelsea’s match against Tottenham Hotspur a fortnight ago, left-back Marc Cucurella became an unwitting star for all the wrong reasons. Two early slips on the pitch led to defensive blunders, gifting Spurs a 2-0 lead in just 11 minutes. The Spaniard’s troubles could have been a public relations nightmare for his boot supplier, Puma, as the internet wasted no time in highlighting the apparent fault of his footwear.

Cucurella, however, turned things around, swapping his boots mid-match and assisting Chelsea’s first goal just minutes later. The Blues roared back to a stunning 4-2 victory, and Cucurella took to social media after the game to poke fun at his “broken” boots with a picture of them in the bin.

This could have been the end of the story, but Puma saw an opportunity for creative redemption—and grabbed it.

Puma’s smart move

Instead of retreating or ignoring the incident, Puma leaned into the moment with a tongue-in-cheek response. They posted a playful image of Cucurella standing next to a customized “Caution: Wet Floor” sign adorned with his signature hairstyle. The caption read: “It’s not how you slip, it’s how you bounce back.”

This move was nothing short of genius. It transformed a potentially embarrassing situation into an opportunity to connect with fans through humor, self-awareness, and relatability. Rather than shying away from the mishap, Puma humanized its brand, showcasing a lighthearted approach that resonated with its audience.

The ripple effect of humor and self-awareness

Puma’s witty response sparked widespread praise online, with fans applauding their ability to embrace the moment. Instead of criticism, the brand garnered positive engagement, enhancing its image as approachable, clever, and in tune with its audience.

This kind of PR strategy holds immense value. It demonstrates that even moments of public scrutiny can be turned into brand-defining opportunities if handled with creativity and agility. Puma’s response not only diffused potential negativity but also reinforced the brand’s identity as bold and forward-thinking.

Learning from Puma: Other brands that nailed crisis PR

Puma’s success is not an isolated case. Several brands have shown similar ingenuity in turning potential PR disasters into viral triumphs:

KFC’s “FCK” campaign

When KFC ran out of chicken in 2018, the company faced a customer backlash that could have left lasting damage. Instead of deflecting blame, KFC issued a full-page newspaper ad featuring an empty chicken bucket with the letters “FCK” rearranged from the brand’s name. The humorous and self-deprecating approach won over critics and even earned awards for its brilliance.

 MTN Ghana: The “Data Zone” issue and swift transparency

MTN Ghana, faced public backlash when their popular Data Zone bundle, a favorite among Ghanaians for its affordability, suddenly disappeared without notice. Social media erupted with complaints, and many customers accused the company of neglecting their needs.

Rather than ignoring the anger, MTN responded promptly:

• They issued a public apology explaining the removal was due to regulatory concerns.
• They assured customers they were working on a resolution while thanking them for their loyalty.
• MTN also engaged directly with customers on social media to explain the situation transparently.

Soon after, they reintroduced the package with improved terms. MTN’s willingness to listen and communicate restored trust and showed that they valued their customers’ feedback.
 Coca-Cola Nigeria: Responding to the “Fake Sugar” rumor

A viral video surfaced in Nigeria falsely claiming Coca-Cola used harmful “fake sugar” in their drinks. Social media lit up with discussions, and panic spread across West Africa. Coca-Cola Nigeria acted swiftly and strategically:

1. Education Through Transparency: Coca-Cola launched an educational campaign explaining their ingredients and quality assurance process.
2. Influencers and Experts: They partnered with local health experts, nutritionists, and popular influencers to debunk the misinformation in relatable ways.
3. Cultural Sensitivity: Campaign messages were tailored to address concerns with culturally familiar language and symbols of trust, such as health certifications.

By addressing the issue head-on and involving trusted voices, Coca-Cola managed to dispel rumors, regain consumer confidence, and position itself as a transparent, reliable brand.

4 South African Airways: Rebuilding trust after safety concerns

After facing global headlines about safety concerns, South African Airways (SAA) needed to rebuild its image both domestically and internationally. The airline launched an open and honest PR campaign that focused on:

1. Safety Reassurance: They highlighted new safety protocols and shared behind-the-scenes videos of their maintenance processes.
2. Storytelling: SAA featured employees (pilots, engineers, and cabin crew) sharing personal stories of their commitment to passenger safety.
3. Cultural Pride: Campaigns were designed to emphasize SAA’s role as South Africa’s national carrier, evoking pride in a homegrown brand.

By combining transparency, storytelling, and cultural pride, SAA successfully turned skepticism into support.

Key takeaways for Ghanaian brands

These examples provide practical lessons for Ghanaian brands when navigating potential PR crises:

1. Acknowledge and Own the Crisis: Avoid deflection or silence; instead, take responsibility and communicate openly.
2. Leverage Local Humor and Culture: Use relatable language, humor, and cultural symbols to connect with your audience.
3. Be Proactive and Swift: Act quickly to control the narrative before it spirals out of control.
4. Show Empathy and Offer Solutions: Demonstrate care for your customers and provide incentives or resolutions where possible.
5. Highlight Brand Values: Turn the crisis into an opportunity to showcase your commitment to sustainability, customer satisfaction, or community support.

From crisis to triumph

Marc Cucurella’s slips could have spelled trouble for Puma, but the brand’s innovative response turned the incident into a marketing win. This is the hallmark of great PR: seeing opportunities where others see problems.

In an era where consumer trust and engagement are paramount, brands that master the art of agile, empathetic, and humorous storytelling—like Puma—will continue to lead the way. For businesses, the message is clear: it’s not how you slip, but how you bounce back.

Crisis theories and their applicability to Puma’s response and similar situations

In crisis management, various theories offer frameworks that help organizations understand how to respond effectively during unexpected events. These theories highlight the key factors influencing how brands, like Puma, can turn a crisis into an opportunity. Let’s explore some prominent crisis theories and how they apply to Puma’s response to Marc Cucurella’s slip, as well as similar situations for Ghanaian brands.

1. Situational Crisis Communication Theory (SCCT)

The Situational Crisis Communication Theory (SCCT), developed by Timothy Coombs, provides a structured approach for how organizations can manage crises based on the type of crisis and their perceived responsibility. SCCT suggests that organizations respond differently depending on how much control they have over the crisis.

Application to Puma’s Situation:

• Crisis Type and Response Strategy: Cucurella’s slipping wasn’t a product failure but a performance issue. Puma didn’t have direct control over Cucurella’s footwear, but they could control their response. SCCT recommends using a “transparency and empathy” approach when the organization has little control, as Puma did with Cucurella’s slip.
• Puma’s Response: By embracing the crisis with humor and creative engagement (like the wet floor sign), Puma signaled transparency and connected with fans, reducing the perception of blame and enhancing their image.

2. Crisis Response Theory

Crisis Response Theory identifies key strategies organizations use to respond to crises, such as denial, bolstering, or rebuilding trust. One of the key components is the role of communication in reducing the negative impact of a crisis.

Application to Puma’s Situation:

• Bolstering and Image Repair: Puma chose a bolstering strategy by reinforcing their brand identity as innovative and connected through humor. This approach helped to repair Cucurella’s image and Puma’s association with him.
• Resonating with Fans: Puma used humor effectively, demonstrating empathy and connection with their audience. The “Caution Wet Floor” post was a form of crisis communication that built trust rather than eroded it.

3. Stealing thunder theory

The Stealing Thunder Theory suggests that organizations should proactively reveal potential crises or negative information before it becomes public knowledge. By taking control of the narrative, brands can prevent a crisis from spiraling out of control.

Application to Puma’s Situation:

• Proactive Approach: Puma anticipated the potential negative backlash and proactively turned the crisis into an opportunity by creatively addressing it. Their humor and quick response shifted the narrative from failure to resilience.
• Caution for Ghanaian Brands: By being proactive, Ghanaian brands can avoid the embarrassment of being caught off guard. If an issue arises, sharing the information with transparency and offering solutions can prevent the situation from becoming a bigger PR nightmare.

4. The attribution theory

Attribution Theory focuses on how people assign responsibility for events. If consumers perceive an issue as the brand’s fault, the brand’s reputation can be damaged. However, if responsibility is externalized, the impact on reputation may be reduced.

Application to Puma’s situation:

• Externalizing Blame and Sharing Responsibility: Puma effectively externalized responsibility by attributing Cucurella’s slip to personal error rather than a product defect. By doing so, they prevented their brand from taking undue blame.
• For Ghanaian Brands: If a problem stems from external factors (e.g., supply chain disruptions or unforeseen circumstances like weather delays), brands should emphasize shared responsibility while focusing on solutions. Communicating in a way that portrays the issue as one they are working to resolve reduces negative attribution from consumers.

5. Crisis communication lifecycle model

The Crisis Communication Lifecycle Model, developed by Coombs, outlines three stages of a crisis: pre-crisis, crisis response, and post-crisis. Puma’s response fits well within this framework.

Application to Puma’s Situation:

• Pre-Crisis Stage: Puma was likely aware of the importance of preparedness, given the constant visibility of football players in high-pressure environments.
• Crisis Response Stage: Puma effectively leveraged a timely, transparent, and creative response, reducing the long-term impact of Cucurella’s slip.
• Post-Crisis Stage: Puma continued to engage fans positively, emphasizing resilience, and reinforcing their brand values, which helped maintain brand equity.

Conclusion

It is fair to say, no brand is immune to crises. However, the ability to respond smartly, creatively, and authentically can transform what seems like a disaster into a golden opportunity. Puma’s quick-witted and humorous response to Marc Cucurella’s slip is a perfect example of how brands can turn potential embarrassment into a win that strengthens their connection with consumers. By embracing the situation, owning the narrative, and using humor, Puma not only protected its reputation but also reinforced its image as a bold and resilient brand.

For Ghanaian and African brands, this serves as an important lesson: crises don’t have to mean the end of goodwill or success. Whether through transparency, humor, or cultural relatability, brands can flip the script and emerge even stronger. It’s not about avoiding the fall—it’s about how you bounce back and connect with your audience in moments that matter most.