Renault in the Middle of a Bad Buzz Over the Twingo x Jul

The biggest danger of social networks is the snowball effect. A small buzz around the Twingo that Renault quickly finds itself trapped in.

Yesterday we presented Renault’s initiative offering a partnership to rapper Jul based on the Twingo. For this, the message posted on X (formerly Twitter) had to reach 100,000 retweets. An objective that seemed well within reach given the artist’s huge community and the positive reputation of Renault’s playful car, which is preparing its big comeback in a 100% electric version.

But the creature seems to have escaped its master. Not only did Jul not respond, but haters unleashed their fury to mock the initiative, often criticizing the car. This is called a bad buzz, and it is never pleasant. Honestly, even if the whole thing seemed poorly organized from the start, it’s not fair to Renault, which only capitalized on Jul’s frequent use of the Twingo image. The artist, in collaboration with Deezer, even organized a Twingo parade in 2019 for the launch of his album Rien 100 Rien.

A few hours later, Renault responded by clarifying that it was only a one-off model offered to Jul, but the damage was done and the grinding machine had gotten out of control. In this case, the only solution was to disconnect it for good. This morning, the message was removed from Renault France’s X page. To better come back with a clearer version? Honestly, it’s better to let the controversy die down on its own; there are more serious and important matters.