For many business owners, managing a crisis in silence is the default response. Companies generally prefer to deal with the fallout behind the scenes, following a simple mantra: resolve the issue and keep up the appearance that everything is “business as usual”.
However, this time, KitKat took a different approach. Instead of keeping it low-key, the brand took the incident public, transforming it into a campaign to engage the audience.
In just a few days, the incident gained worldwide traction on social media and news outlets. Audiences shifted from passive observers to active participants. This potential reputational threat ultimately became a record-breaking campaign with over 100 million views.
