“Unbreakable” glass hiccup on BFM: Duralex reacts quickly!

This would have been a terrible bad buzz for Duralex. The company had invited the cameras of BFM TV this Thursday morning to highlight the "unbreakable" nature of its glasses... Not everything went as planned, but the brand reacted quickly.

From bad buzz to good buzz, there is only one step. Obviously, when you are live on BFM TV and your supposedly unbreakable glasses break one after the other, it is an incredible hiccup. A "fail", as they say now. A scene that inevitably makes everyone smile. Except at Duralex, we imagine. Long live made in France, the grumpiest will say with irony...

The journalist on site, as well as the entire BFM Morning Show set, quickly sympathize and try to sort things out, without laughing until they cry...

With Social networks are having a field day with such images. The mockery rains down. But instead of locking itself into crisis communication, which is often rigid, the French brand has chosen to react quickly and strongly. In particular, by changing its website. By having bold communication.

Next to the presentation of the glass " Picardie", he was quickly registered" Not the BFM glasses" With great humor and accuracy, Duralex has turned the situation around.

While the 7am sequence was a monumental flop, few people saw that the 8am sequence worked.

For the sake of transparency, BFM journalist Cédric Faiche posted another video on social media to clearly show that the glasses broken early in the morning were in fact only glasses "already tested by crash tests", and not glasses fit for sale. It's better this way.