Introduction: A Twist in the Tale
Few sunrise alarm clocks have achieved the notoriety of Hatch. Designed to assist with sleep through gentle light and sound, it's surprising that it's now trending for wholly different reasons. The popular brand has found itself in the crosshairs of a PR nightmare following a Halloween campaign that some consider out of touch and even offensive.
The Campaign
On October 13, Hatch launched an advertisement titled “Goodnight, Phone,” featuring actress Kiernan Shipka. The unsettling trailer portrayed nightmarish scenarios stemming from late-night phone use. Viewers were greeted with scenes that bordered on horror—Shipka screaming as she confronts a zombie version of herself—fueled by the theme that late-night screen time could lead to disastrous sleep.
“It's not just about the creepy ad; it's the blatant DISRESPECT & evil against the KING OF KINGS.”
This horror-centric approach collided with the values of many viewers, particularly in the Christian community, leading to a series of viral reactions.
The Backlash
Shortly after the campaign launched, hashtags like “Hatch demonic ad” trended on platforms like TikTok. Christian influencers, such as Charity who goes by the username “CharityIsMe,” started posting videos of themselves throwing their Hatch devices in the trash. The outrage was palpable, and the assertion that the brand had made a blasphemous misstep resonated deeply.
In another video, a user proclaimed, “We will anoint our sound machines in the name of Jesus!” highlighting an emerging narrative around the perceived immorality of the product. It was evident that many consumers felt a personal attachment to the brand, and any perceived affront ignited a fierce loyalty response.
Reactions from Hatch
In light of the controversy, Hatch's Vice President of Marketing, Erin Merani, stated that the campaign was meant to be a fun and whimsical Halloween-themed promotion. She emphasized that the ads aimed to engage an adult audience, reminding them to set aside their phones and engage in healthier sleep habits.
“We saw a lot of community jumping into the comments and saying, 'Wait a minute, we missed the plot here!'” she noted. “This is a Halloween-themed ad about their adult—not baby—product actually being the thing that will save you from the real evil: your phone.”
The Road Ahead
Hatch now faces a critical juncture—how to redefine itself in the public eye amidst rising backlash. By emphasizing the device's intended functions, it aims to rebuild trust among its previously loyal customers. To counter the negativity, they're launching the “RePossession Program,” where affected users can send their devices back for refurbishment, thus promoting recycling and sustainability.
With over 10,000 inquiries regarding “repossessed” devices and only a handful of returns, it's clear that consumer sentiments are far from simplistic. Hatch's forthcoming actions will be instrumental in determining whether they can navigate this PR storm, or if they will continue facing the wrath of a community they've inadvertently alienated.
Conclusion: A Branding Lesson
This incident serves as a salient reminder of how critical branding and messaging are in today's market. The backlash from Christian influencers regarding horror-themed content reveals that consumers are increasingly sensitive to the narratives being spun by brands. Hatch's endeavor to engage with modern sleep concerns through creative, albeit controversial, messaging signifies a growing trend where brands may inadvertently alienate segments of their audience.
It remains to be seen how brands like Hatch will proceed in addressing such consumer reactions. However, history suggests that it is imperative for companies to foster an authentic relationship with their audience, grounded in shared values and open dialogue.
Source reference: https://www.wired.com/story/why-does-hatch-have-christian-influencers-throwing-their-clocks-in-the-trash/
