The Biggest, Most Inspiring Brand Moves of 2018 | Inc.com

The Biggest, Most Inspiring Brand Moves of 2018 | Inc.com: Crock-Pot--the consumer-products brand owned by�Newell Brands--found itself in an unexpected role early in 2018: villain. After a slow cooker sparked a fire that killed Jack Pearson, a character�in NBC's This Is Us, legions of fans�of the show announced their intentions to throw out their Crock-Pots. The company responded quickly, empathetically, and factually across social media--sharing people's devastation over the Pearson's death while emphasizing both the character's predilection for slow-cooked food and the company's real-life quality control measures. It even got #CrockPotIsInnocent trending on Twitter, ultimately earning the brand more attention than if the TV show had never aired in the first place.