Black & Tan – The Art of the Apology

Well St Paddy’s day is approaching and the smarts at Nike have caused a ruckus with their new sneaker called Black & Tan. There is Stout outrage from the Irish who claim insensitivity when treading upon a loathsome period in their history.

The Black & Tans were a paramilitary unit employed by the Royal Ulster Constabulary as tempory thugs in the 1920’s to suppress any thoughts of revolution from its indigenous population. They were comprised from British First World War veterans, who were out of work and handy in the art of brutality. A nick name soon followed, Black & Tans due to their uniform of Khaki trousers and blue or green tunics. This was due to the acceleration in its numbers resulting in a deficit of proper attire.

In short, the presence of these hired louts was to keep an eye on the IRA but as a spot of moonlight will afford, civilians were terrorized and dealt with in an unsympathetic manner.

Naturally this grim legacy does not reside well in Irish hearts, but as marketing and drinking goes, there soon became a drink called the Black & Tan which combines Stout and Ale poured in a pint glass.

Not surprisingly in the UK you can order a pint in most pubs without any issue. In America where the Irish American sense of history is as misty as the Cliffs of Moher it can be ordered without the historical baggage aforementioned. If one were in Ireland,’Feck off yer Fecker’ would be more likely a response.

But who really cares to some ancient squabbling over lands rights and clips around the ear in the name of branding? On the surface Nike doesn’t in their recent promotional. It is hard to imagine out of all people they employ (Irish included) that one doesn’t know about the association with the term. Ben and Jerry’s anyone?

Clearly Nike know what they are doing, it is the classic strategy of Aw Shucks! Really? Didn’t know that, but we have an apology all typed up ready to air.

The product is out; controversy works everyone included Sir Harry is talking about it - job done. Fallout? Look at the sales? And no mentioned of child labor!

Time and time again this tacit has worked to some benefit and most recently in the case of Rush Limbaugh calling Susan Fluke a slut. He knew there would be outcry (rightly so) he had a tepid retort all ready to go – what does he care? 15 million morons still listen to him daily and the ratings are up.

The Art of the Apology, that's the way you do it...