Every brand encounters criticism, but what separates the best from the rest is how they respond. Beis, the travel brand founded by Shay Mitchell, recently provided a masterclass in turning negative PR into a moment of brand connection and loyalty. What started as a common customer complaint — lighter-colored luggage getting dirty too easily — became an opportunity for Beis to reinforce its brand identity and win over customers.

The Problem: Stylish but Stain-Prone Luggage

Beis built its reputation on chic, functional travel accessories. However, customers began voicing frustration online about their beige and light-colored suitcases picking up scuffs and stains too quickly. Luggage wear and tear is inevitable, but for a brand that prides itself on sleek aesthetics, this became a growing concern.

The Solution: Beis x Scrub Daddy Bag Wash Stations

Instead of dismissing the issue, Beis did something unexpected — they embraced it. The brand launched free Bag Wash Stations at select airports in collaboration with Scrub Daddy, a well-known cleaning brand, inviting travelers to have their Beis luggage cleaned at no cost. This simple yet impactful initiative did more than just address the problem — it transformed a pain point into a standout brand experience.

The partnership with Scrub Daddy was particularly smart, as the brand’s sponges are known for their durability and effectiveness. This collaboration not only ensured that the wash stations were effective but also reinforced both brands’ commitments to practical, problem-solving solutions.

Additionally, the Beis car wash activation doubled as a photo opportunity, encouraging travelers to snap pictures of their luggage being cleaned and share them on social media. This clever move helped amplify the campaign’s reach and made it a viral moment beyond just the Beis community.

Why This Strategy Was Brilliant

1. Owning the Narrative — Rather than letting negative PR fester, Beis proactively responded in a way that felt authentic and customer-focused.
2. Turning a Weakness into an Experience — The Bag Wash Stations not only resolved a common issue but also became a unique brand touchpoint that customers would remember.
3. Leveraging a Strategic Partnership — Teaming up with Scrub Daddy added credibility and fun to the activation, making it a talking point beyond just Beis customers.
4. Encouraging Social Buzz — Travelers eagerly shared photos and videos of their freshly cleaned luggage, generating organic publicity and reinforcing Beis’ reputation as a thoughtful, customer-first brand.
5. Strengthening Brand Loyalty — Beis proved that they’re invested in the entire customer journey, not just the sale, making consumers more likely to remain loyal.

Other Brands That Mastered the Art of Flipping Negative PR

Beis isn’t the only brand that has transformed a potential crisis into a moment of brand engagement.

• Rhode: Hailey Bieber’s skincare brand faced backlash at in-person events where long lines for their coveted photo booths left attendees frustrated. Instead of ignoring the complaints, Rhode turned the experience into something enjoyable. They provided free drinks and snacks for those waiting in line, turning what could have been a tedious inconvenience into an elevated, luxury experience that aligned with their brand image. The result? Instead of complaints about long waits, attendees left talking about Rhode’s attention to detail and customer care.
• KFC: When a supply chain issue caused KFC to run out of chicken in the UK, the brand took out full-page ads featuring an empty bucket with the letters rearranged to spell “FCK.” This humorous and self-aware response not only acknowledged the mistake but also won over customers with its transparency and wit.
• Southwest Airlines: After a string of flight delays and cancellations led to frustrated passengers, Southwest quickly responded with a mix of compensation, open communication, and a heartfelt video campaign reinforcing their commitment to customer service. Their proactive approach helped rebuild trust and maintain customer loyalty.

Key Lessons for Brands

• Listen, Don’t Ignore — Negative feedback is an opportunity, not just a problem.
• Solve with Strategy — A well-thought-out solution can turn complaints into a competitive advantage.
• Leverage Partnerships — Collaborating with the right brands can amplify the impact of a response.
• Create Shareable Moments — When customers are excited to talk about how a brand responded to their concerns, that’s free marketing at its best.
• Prepare for Potential PR Issues — Rather than scrambling to react when a problem arises, brands should have crisis response plans in place. Monitoring social sentiment, engaging with customers early, and having creative solutions ready can turn a crisis into a controlled, brand-elevating moment.

Final Thoughts

Beis, Rhode, KFC, and Southwest Airlines all turned potential PR nightmares into brand-defining moments. By addressing real customer concerns with smart, experience-driven solutions, they didn’t just fix problems — they elevated their brand presence. In today’s digital-first world, the brands that win aren’t the ones that never face criticism, but the ones that handle it with creativity, authenticity, and customer-first thinking.

What other brands have you seen turn negative feedback into a positive brand moment? Let’s discuss in the comments!