FCK ups and comebacks: The art of crisis marketing

Running a business is never easy at the best of times. And then you have some muppets go and steal 12 tons of the limited-edition chocolate bars you’d had specially created to celebrate a sponsorship deal. Now, that’s what you call a bad day in the office.

We are, of course, referring to the grand KitKat heist of 2026. Something so audacious, so beyond the realms of comprehension that many of us thought it was an early Aprils’ Fool Joke. But it was very much the real deal.

But what really grabbed the headlines was the reaction. KitKat completed owned it, with a representative telling TODAY.com; “We’ve always encouraged people to have a break with KITKAT — but it seems thieves have taken the message too literally.” They also went viral with their social media statement and launched a ‘stolen KitKat tracker’ to encourage engagement.

Other brands took the opportunity to troll KitKat relentlessly. From Tampa International Airport giving out ‘little pieces of chocolate’ to Denny’s being very busy at the time of the heist, this was a prime example of how a bad day in the office can become a viral marketing sensation. In fact, it was so good, some cynics are now suggesting it could all have been a publicity stunt!

And KitKat isn’t the only brand over the years, who has turned a potential business crisis into marketing gold. Let’s look at some masterclasses in crisis marketing, as well as how some brands have got it oh so wrong.

A chicken-free zone

We’ve all been there. Swapped suppliers in the hope of a better deal, only for it to turn into an unmitigated disaster. For most, that’s just annoying rather than a major problem, that is unless you are KFC!

Back in 2018, 600 of its 900 restaurants were left without chicken, forcing most of them to close. As KFC pointed out in probably the biggest understatement ever, “A chicken restaurant without any chicken. It’s not ideal.”

But they styled it out in the best way possible. Their full-page ads in the Sun and Metro, showed an empty bucket of chicken with their logo letters switched around to read “FCK”. Now, that’s what you call Finger Lickin’ Good!

Bags at dawn

With recent news on Jo Malone being sued by Estée Lauder for using her own name on a collaboration with Zara, it feels as though brands are a bit quick to go down the legal route. Colin vs Cuthbert anyone?

Don’t get us wrong, brands need to protect their IP, which is why Ikea’s response to Balenciaga launching a bag, which to all intent and purposes, was in fact one of Ikea’s Frakta shopping bags, is the stuff of legends.

Rather than calling in the lawyers, they went one better. They published an ad on how to spot a real Frakta shopping bag. Genius.

A day of marketing infamy

People don’t like change, so it’s hardly surprising that back in 1985 when Coca-Cola decided to change their formula, it didn’t go down well.

Their rationale was sound. They had been losing market share for several years, and blind taste tests suggested consumers preferred Pepsi’s sweeter taste. However, they completed ignored the fact that 10-12% of testers felt angry and alienated by the change. It was a decision they would live to regret.

Despite some initial success, the backlash was intense.

40,000 letters and calls expressing anger and disappointment; articles in the Chicago Tribune and TIME Magazine ridiculing the new taste and criticising the company for the change; rallies held by protest groups such as ‘Old Cola Drinkers of America’ who filed a class action lawsuit against the company.

Conspiracy theories abounded that ‘New Coke’ was a communist plot (the CEO of Coca-Cola had Cuban origins) or that it was a surrender to the ‘Yankees’, as PepsiCo was based in New York.  Inevitably, it was also seen as a sneaky way to test brand loyalty and increase sales for the original Coca-Cola to which President Donald Keough famously replied, “The truth is we’re not that dumb, and we’re not that smart.”

79 days later the original formula was reintroduced. Coca-Cola executives acknowledged they had misjudged consumers deep attachment to the brand; framed the return as a response to listening to their loyal consumers and rebranded it as “Coca-Cola-Classic” highlighting its heritage, and authenticity.

It’s return made the front page of almost every major newspaper; garnered lots of free publicity and was lauded by consumers.

By owning the debacle, they turned an unprecedented disaster into a marketing triumph which saw sales surpass Pepsi by the end of the year. In fact, it’s such a pivotal point in Coca-Cola’s history, there’s a whole section dedicated to it on their website!

Adidas and the worst email subject line of all time

“Congrats, you survived the Boston Marathon!” A prime example of why due diligence is so important in marketing.

This email sent to all the participants after the 2017 Boston Marathon encouraged them to share race day experiences and shop for official gear. Unfortunately, with its insensitive subject line it completely disregarded the 2013 Boston Marathon bombings.

People were very quick to point out this massive blunder, and Adidas, to their credit,

immediately recognised the error and publicly stated, “We are incredibly sorry. There was no thought given to the insensitive email subject line we sent Tuesday. We deeply apologize for our mistake.”

Their immediate response and the fact they took full responsibility saved it from turning into an even worse disaster.

How to manage a business crisis the right way

There’s never a good time for a business crisis, whether it’s caused by bad business decisions or external agents, but the one thing you can do is manage the narrative. Here’s some advice on how to get it right. 

1. Quickly acknowledge what has happened: don’t go into denial mode, bury your head in the sand or imagine the problem will just melt away. It won’t.When Equifax discovered a data breach in 2017, they waited 6 weeks before telling consumers. They said it was because they wanted to confirm what data had been stolen, but in that time three senior executives sold nearly $1.8 million worth of company stock. A coincidence? Maybe, but unsurprisingly, their response, or lack of, was widely criticised.
2. Say the right things: while staying on brand may be important, remember being honest, genuine and showing compassion is crucial.Tone deaf responses such as “I would like my life back”, one of many made by Tony Hayward CEO of BP following the Deepwater Horizon disaster make a company appear insensitive and arrogant and will have a detrimental impact on any positive steps being taken.
3. Focus on the customer: the problem is never the customer’s fault, so whatever you do, don’t take a leaf out of Protein World’s book!

In 2015, 65,000 people signed a petition against Protein World’s “Are you beach body ready?” ad, which was subsequently banned by the Advertising Standards Authority.

But instead of owning it, the brand doubled down. Critics were dismissed as “irrational extremists,” arguments played out publicly on social media under the hashtag #getagrip, and they even bragged about soaring sales.

Other brands quickly brand-jacked Protein World’s campaign. Carlsberg launched its ‘beer body’, Oxfam powerfully linked vanity to nutrition,

and lastminute.com redefined #BeachBodyReady on their own terms.

4. Remember, actions speak louder than words: back in 2006, when investigators revealed hundreds of Siemens’ employees were involved in paying bribes to win contracts, Siemens initially played it down.

Then, when the true extent of the corruption was revealed, they undertook one of the most comprehensive compliance overhauls in corporate history. To this day, compliance and integrity lie at the heart of their brand.

With everything else going on in the world, news of a brazen chocolate heist was the touch of relief we didn’t know we needed and a great example of reactive marketing at work. It also highlights how a crisis can be turned into a marketing success, if handled properly.

And, if you’re looking for someone to help you create that marketing gold, just get in touch. We might even give you one of our many KitKats!