The North Face swiftly helicopters replacement jacket to drenched TikTok hiker on mountain

The North Face helicopter replacement jacket to New Zealand mountain.

Here’s how to turn negative publicity into a positive positive – and also a good example of why accepting that “the customer is always right” can work for both sides. 

Because when a drenched and disgruntled hiker in New Zealand used TikTok to complain about the waterproof jacket from The North Face she’d just bought not being waterproof, The North Face swept into action and helicoptered her a replacement.