In the weeks after Deepwater Horizon explosion in April 2010, but before the oil and tar balls began washing ashore, BP sent out into the coastal communities of the Gulf Coast an army of young, female marketing reps to handle the scared, angry mobs of locals worried about their businesses and homes.
We labeled them the “BP Barbies” because they couldn’t do much more than smile and hand out cards with the oil giant’s toll-free number. The message of the BP Barbies, which was reinforced with millions of dollars of advertising, was “We will make this right.”
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