The Oasis Battle: Lassonde Industries’ Dilemma in the Face of Social Media Storm
Venus HOSSEINALI-MIRZA
Professor of Digital Marketing - ESSCA
Case study
In March 2012, Lassonde Industries found itself in the eye of a social media storm after winning a trademark dispute over the name "Oasis" against small business owner Deborah Kudzman. What began as a legal dispute escalated into a public relations crisis, fueled by a boycott and online reputational backlash. Lassonde was forced to quickly reassess its crisis communications strategies in the face of mounting public pressure.
Learning objectives
Analyse the impact of social media backlash on corporate reputation and brand management.
Develop effective crisis communication strategies to mitigate public relations crises.
Examine the ethical considerations and long-term implications of legal disputes between corporations and small businesses.
