Research P&G’s problems with its Pampers Dry Max brand. How has P&G responded to this crisis? Write a report on what you learn.

The Internet can pose a public relations nightmare for companies. Venerable P&G found this out firsthand after launching its revolutionary Dry Max technology for its best-selling Pampers diapers. Touted as its most significant innovation in 25 years, the new diapers are 20 percent smaller but much more absorbent than competitive brands because a more-absorbent chemical gel replaced the cottony fluff pulp. Not long after the new product’s release, however, customer complaints of severe diaper rash or chemical burns surfaced on the Internet. Angry parents spouted off on P&G’s Web sites and several Facebook pages: “Recall Pampers Dry Max Diapers,” “Boycott New Pampers Dry Max,” and “Bring Back the Old Cruisers/Swaddlers.” Mainstream media picked up the discontent and started spreading the news. The CPSC received almost 5,000 consumer complaints—85 percent occurring within the first few months of the product launch. The CPSC later reported no link between severe diaper rash and Pampers Dry Max but that did not stop some parents from continuing to use the Internet to call for boycotts or lawyers to solicit lawsuits.