In November 2021, Procter & Gamble Company (P&G)’s announcement regarding the recall of more than a dozen of its Old Spice and Secret aerosol deodorants and sprays over elevated levels of benzene threatened to damage their brand value. Considering that product recalls come at a cost and involve various phases, P&G need to assess how the recall will impact their brand value. As the Cincinnati, Ohio, multinational consumer goods corporation progress with their recall, what can they do to sustain trust and confidence among their consumers and use the recall as an opportunity to solidify their brand image and superiority proposition and prevent an irreversible loss in their profits?

In November 2021, Procter & Gamble Company (P&G)'s announcement regarding the recall of more than a dozen of its Old Spice and Secret aerosol deodorants and sprays over elevated levels of benzene threatened to damage their brand value. Considering that product recalls come at a cost and involve various phases, P&G need to assess how the recall will impact their brand value. As the Cincinnati, Ohio, multinational consumer goods corporation progress with their recall, what can they do to sustain trust and confidence among their consumers and use the recall as an opportunity to solidify their brand image and superiority proposition and prevent an irreversible loss in their profits?