• by Hope Farley , November 1, 2024

In the fast-paced world of advertising, even giants can stumble. Heinz, a household name synonymous with ketchup, recently found itself in a sticky situation, forced to withdraw two high-profile advertising campaigns after they were criticized for promoting racist stereotypes.

One ad, which featured a Black man with a ketchup-lined smile, had many people comparing it to blackface, a practice that became popular following the Civil War. While an official apology has already been issued, the next steps the brand takes will be the ones that count the most. Fortunately, a brilliant playbook has been written by the undisputed queen of gymnastics, Simone Biles.

So what does Heinz’s predicament have to do with Simone Biles?

Back in 2021, Biles faced a storm of criticism at the Olympics that would make even the toughest crack. Yet she flipped the script, emerging as the global icon we know today.

Biles was forced to exit the competition after experiencing disorientation, or the twisties. Critics were quick to judge and questioned her loyalty, capabilities and even her character.

Yet, Biles rose again to great victory at the 2024 Paris Olympics, in one of the greatest comeback stories in athletic history.

Heinz and others who land in controversy will note that what was more important than reclaiming her throne was the path Biles took to get there.

Navigating Cancel Culture and the Power of a Quiet Comeback

Cancel culture has created an environment where brands can be toppled overnight by a single misstep. Whether it be a tone-deaf tweet, a poorly conceived ad campaign or a controversial stance on a social issue, brands can't just apologize; they must also demonstrate a commitment to improve and align themselves with values that resonate with their audience.

Simone Biles' journey offers another lesson for brands: the power of a quiet comeback. After 2021, Biles didn't rush to restore her image. Instead, she returned to the basics, focusing on her craft and working tirelessly behind the scenes. When she returned to the world stage in 2024, her performance spoke for itself.

Lessons for Brands: The Comeback Kid Mentality

The path to redemption for Biles and successful brands who have weathered the storm share key elements:

Resilience and focus: Don't be distracted by the noise. Focus on the core aspects of your business, product, or service. This is where true recovery begins.

Authenticity: In a world where consumers are increasingly savvy and skeptical, authenticity is key. Be true to values and consistent in messaging. If mistakes are made, own them, and communicate how they’ll be fixed. 

Patience: Comebacks don't happen overnight. It takes time to rebuild trust, whether you're an athlete or a brand. Don't rush the process—stay focused on long-term goals rather than short-term fixes.

Alignment with values: Aligning with the values of your audience can turn a potential disaster into an opportunity. Understand what your customers care about and make sure your actions reflect those values.

Simone Biles' comeback is a powerful reminder that setbacks, no matter how public or severe, as Heinz and its agencies are experiencing now, don't have to be the end of the story.