3 Unintended Impact of Ruhainies Pixelated in Kitsui Ramadan Ad

There are many ways brand would try to mitigate risk once they undergone a controversy. For some, a simple apology would do. But what if, a risky move turned out to be the best thing the brand could have done, causing their brand to skyrocket overnight. That’s what happened to Kitsui.

Context

If you haven’t seen the ad, you must be living under a cave. The now viral ad by Kitsui, a brand that sells slimming beverages, features singer Wany Hasrita and actor Hisyam Hamid in a traditional Malay setting. In the ad, Ruhainies’ face is blurred out though her name was left uncensored along with text that said she is an actress and well-known personality. Ruhainies’ blurred face stood out in an unexpected way, giving a humorous effect to the campaign, causing the brand to skyrocket overnight.

Kitsui added in the opening of the video that they would like to ask for “forgiveness” for any confusion that might have resulted from its post on Ruhainies. It explained that she, along with Hasrita and Hamid, were chosen after “through research” that was conducted in October 2023 and that the campaign was shot in December 2023.

It added that it does not support any of the actions of Ruhainies and that it hoped that the incident would not affect the commercial.

This of course referring to an incident on March 9 where Ruhainies and Aziz were arrested by Federal Territories Islamic Religious Department (JAWI) officers after they were seen alone together at Ruhainies’ home in Kuala Lumpur. This action had several implications for the brand, both in terms of its public image and its marketing effectiveness. Let’s explore the aftermath, whether it was a good call or not.

1. Managing Controversy

Blurring Ruhainies’ face was a visible gesture of Kitsui’s attempt to distance itself from the controversy surrounding her. By doing so, the brand aimed to protect its image from being tainted by the ongoing public discussion about Ruhainies and Aliff Aziz. This move was meant to minimize any association with the controversy, thereby safeguarding the brand’s reputation.

The decision to blur Ruhainies’ face could be interpreted as a sign of sensitivity and professionalism. It demonstrated that Kitsui was taking a cautious approach to avoid further inflaming the situation. This sensitivity might have been viewed positively by the public and stakeholders, who appreciated the brand’s effort to navigate a difficult situation gracefully.

2. Brand Trust & Loyalty

For some consumers, the blurring of Ruhainies’ face could be seen as an attempt to handle the situation with discretion and tact. This could help in maintaining trust among customers who valued the brand’s effort to focus on its core message and products rather than being embroiled in a personal scandal.

For loyal customers, Kitsui’s approach could reinforce their trust in the brand, demonstrating its commitment to focusing on product quality and customer satisfaction. However, potential customers might have been confused or less engaged due to the reduced visibility of the influencer who was previously associated with the brand.

3. Long-Term Impact

In the long term, the decision to blur Ruhainies’ face was part of Kitsui’s broader reputation management strategy. It helped the brand to manage the immediate fallout from the controversy and to refocus on its marketing objectives. This strategy, if executed well, could contribute to the restoration of the brand’s positive image over time.

The controversy and the subsequent decision to blur Ruhainies’ face may influence how Kitsui approaches influencer collaborations and crisis management in the future. The experience could lead to more cautious and strategic decisions regarding brand partnerships and the handling of sensitive issues.

Final Thoughts

Kitsui’s decision to blur Ruhainies’ face in their video ad campaign was a strategic move aimed at mitigating the impact of the controversy on the brand’s image and marketing effectiveness. While it helped in distancing the brand from the scandal and refocusing on its products, it also had implications for influencer visibility, consumer reactions, and future marketing strategies. Balancing crisis management with maintaining brand integrity and marketing impact is a delicate task, and Kitsui’s approach reflects the complexities involved in navigating such situations.

Want to know more creative ways to mitigate such issues? Talk to us. Preferably, over Kitsui’s slimming drink.