Harris Wolobah, 14, died after reportedly eating an extremely spicy Paqui chip, which many know from the “One Chip Challenge,” the New York Times reported.
Typically, people flock to social media to participate in this challenge, filming themselves eating the chip and seeing how long they can go without drinking liquids to relieve the intense burn. The chip itself is sold in a coffin-shaped box.
Though Wolobah ate the chip hours before he died, it is not yet clear if it was connected to his death.
Kim Metcalfe, Paqui spokeswoman, said that the company was “deeply saddened” by Harris’s death and “express our condolences to the family,” the Times reported.
Paqui has since done a “voluntary retrieval” of the chip. Pulling it from shelves, Metcalfe, said was not a recall but a move she said was “out of an abundance of caution” after Harris’s death.
The company reminds people on its website with “clear and prominent labeling” that the product is intended for adults and not for children, those who are sensitive to spicy foods, have allergies, are pregnant or have other underlying health conditions.
According to the Times, the company also removed challenge marketing questions like, “How long can you last before you spiral out?”
Why it matters:
Paqui was swift to respond to the tragic death. The company took measured steps to voluntarily pull the product, tweak the “One Chip Challenge” wording on its website and release an empathetic statement. Metcalfe sensitively reminded people why they’re not at fault – especially with additional warnings about the product highly visible on their website.
Paqui’s compassionate yet direct statement, coupled with their actions, is a responsible way to handle a death potentially related to this product.
They already removed some marketing material language regarding taking the challenge. Some might feel, though, it’s too little too late though and more could have been done prior to Harris’s death.
Teenager David Adjer, who went to school with Harris, said he was “angry” about his death, the Associated Press reported.
“I don’t think we should have this chip anymore. … Because we don’t need any more accidents like this.”
When facing crisis issues, take a brief moment to consider response options and take action to tell stakeholders where you stand while ensuring you don’t implicate your brand further.
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Sherri Kolade is a writer at Ragan Communications. When she is not with her family, she enjoys watching Alfred Hitchcock-style films, reading and building an authentically curated life that includes more than occasionally finding something deliciously fried. Follow her on LinkedIn. Have a great PR story idea? Email her at sherrik@ragan.com.
There’s a reason David Wells was part of the Old-Timers Day. Sounds like he could wake up a little.