始祖鸟的“双重道歉”：烟花散去，公关表演还在继续

Core Viewpoint - The incident involving Arc'teryx's fireworks display in the Himalayas has sparked significant public backlash, questioning the brand's commitment to environmental values and highlighting a disparity in its messaging across different markets [1][4]. Group 1: Incident Overview - Arc'teryx collaborated with artist Cai Guoqiang to launch a fireworks display named "Ascension" in the Himalayas, which was met with immediate criticism for its environmental impact [1]. - The brand, previously seen as an "environmental pioneer," faced a moral backlash as the fireworks contradicted its marketed eco-friendly image [1][3]. Group 2: Apology Responses - The company issued two different apology statements: a humble acknowledgment of misjudgment in the domestic market and a more detached expression of regret in the international version [2][4]. - The domestic apology included commitments to reassess ecological impacts and engage third-party evaluations, while the international version shifted responsibility to the artist and local team [2][4]. Group 3: Brand Image and Values - Arc'teryx's branding heavily relies on its environmental narrative, making it vulnerable to backlash when actions contradict this image [3][5]. - The partnership with Cai Guoqiang, aimed at enhancing brand cultural depth through art, ultimately clashed with the brand's sustainability goals, leading to a misalignment of values [3][5]. Group 4: Broader Implications - The incident reflects a broader issue of international brands adopting dual messaging strategies in different markets, which can erode consumer trust [4][5]. - The involvement of government and media scrutiny has escalated the situation from a public relations crisis to a fundamental challenge to the brand's core values [4][5].