TLDR Tech / Marketing
Why the smartest food marketing begins when everything goes wrong
Instead of containing bad news during crises, some brands generate significant earned media by embracing transparency and inviting participation. Examples include KitKat's $224M earned media from a theft joke and Calbee sparking a consumer art movement by openly addressing a packaging issue. Their success stemmed from recognizing opportunity in adversity and engaging the public rather than merely managing perceptions.
Read the full story