UNEXPECTED – “There we have a big problem.” Early in the morning, this Thursday, September 5, a BFMTV report within the Duralex company did not go as planned at all. Live from the glass production site, the new boss of the factory decided to prove to the journalist Cédric Faiche the solidity of his glasses sold as “unbreakable”.
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Unfortunately for the French brand, the glass thrown against the ground shattered into a thousand pieces on the first try. Especially since the next two tests resulted in the same result, enough to cause a certain unease on the BFMTV set:
“It reminds me of Elon Musk” one of the journalists points out, referring to the episode of the presentation of the American billionaire’s cybertruck, when a spectator easily broke one of the windows described as “ultra-strong”.
Embarrassed, the reporter promises to do more tests an hour later because “reputation is at stake” for Duralex, which has been experiencing serious financial difficulties for several years. The French company, which had been placed in receivership last April, became a cooperative and participatory company (SCOP) at the end of July, thus saving the jobs of 228 employees. The brand’s first return to school after this overhaul was precisely the subject of the report.
Another successful test
Finally, a fourth test was carried out shortly after in the company’s offices, but not live. Posted on the X account of BFM journalist Cédric Faiche, we can (finally) see the famous glass resist the impact of a throw on the ground. “What happened was that at 7am, we had taken glasses from the crash test room, which had already been tested.”the journalist said to explain the mishap.
And quickly, the brand decided to bounce back from this bad buzz, as another journalist from the BFM editorial team spotted:
A few hours after the live broadcast, the company had changed the name of the glass that was supposed to have been presented in the failed demonstration. On the Duralex website, the name of the model “Picardie” was followed by the title: “not the glasses of BFMTV”. A short-lived publicity stunt to try to save the furniture of the demonstration, the mention being no longer visible on the Duralex site at the end of the afternoon.
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