I've spent my career working with great marketers and I don't think any single one of them would advocate for the approach that Sig Sauer took with that stupid "It Ends Today" campaign. In fact, I'm sure all of them would have recommended the exact opposite.

They should very quickly pivot to a "It [100% Safety] Starts Today" remedial campaign admitting there's a problem, following-up with full transparency about how they plan to reorient their organization to make the situation better, then providing frequent proof of progress towards the safety goal. There's a critical window for them to turn this from a crisis that might sink the US division of the company to one that serves as the basis for why they were compelled to adopt safety-first design processes for their guns.

This is their version of the [1982 Tylenol Crisis](https://www.pbs.org/newshour/health/tylenol-murders-1982) but they've really fumbled the ball so far.