Turning crisis into a super campaign: Lessons from KitKat

By Farhan Mutaqin, PhD Researcher, University of Edinburgh
Almukantar Fikriansyah, MSc Marketing (cand.) at The University of Edinburgh

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…

Read complete article

~	Authoritarianism is supercharging the climate crisis

~	War in the Gulf and on US free speech

~	Cricket Australia’s Big Bash cash grab is rejected – but there are better options on the table

~	Zambia: Summit on Human Rights, Technology Effectively Canceled

~	From Buddy Holly to Ariana Grande: six songs that show how technology changes the human voice

~	EU: Parliament Confirms That ‘Only Yes Means Yes’

~	‘1930s policing’: the tactics police used in the hunt for Alice Springs girl Kumanjayi Little Baby

~	Hold your nose and don’t stop for a selfie: why getting up close to a beached whale is a really bad idea

~	Albanese is prioritising politics over the responsible handling of ISIS families, setting a dangerous precedent

~	Australia isn’t getting a fair share of tax on gas exports. Queensland has shown how to raise the bar