Selection of advertising channels is no more a matter of increasing sales, It also reflects the corporate strategic directions and brand positioning for consumers. Marketing departments spend and make adjustments as needed to serve business objectives but brand reputation become a first priority for all communication experts.
Social Media protests wave started a debate in Egypt demanding the stop of Reham’s program in a response to her last episode when she decided to publish a semi-naked pictures for one of her guests previously invited to tell a story about sexual-harassment while shopping in one of Cairo malls.
Some calls went too far to boycott brands which sponsor or spend budget on Reham Said TV program, Not too far! as brands proven a proactive response…
Al Marai Egypt take a positive move
Evy Baby Stop Program Sponsorship
Aloe Eva Announcement on Facebook
Vodafone already do not spend budget on Reham El Said TV program
@DrBassemYoussef نحن لا نرعى هذا البرنامج
— Vodafone Egypt (@VodafoneEgypt) October 29, 2015
Additionally, Mondelez Egypt did not publish an official statement that expresses a judgment or opinion and the act but anonymous insider confirmed that Mondelez Egypt decided to stop any advertising for Reham El Said TV program for ethical reasons.