a single source, nothing corroborates it

Answer a public failure with a joke you paid for

Two writers independently point at the same case: a chain that closed hundreds of outlets after running out of its main ingredient replied with full page ads showing an empty bucket and its own initials rearranged into a swearword, which flipped the coverage positive. A formal inquiry and a careful statement extend the story instead. Own the failure yourself with humour, and the shock strengthens the brand rather than needing a team to shield it.

The method

1. 01

   Skip the formal internal-inquiry apology when you fail publicly; it prolongs the story. Run a self-mocking creative response instead.

2. 02

   When you fail publicly, answer with humour and ownership rather than a statement full of excuses.

3. 03

   Own the story about your failure yourself, because the alternative is that the story defines you.

4. 04

   Build a brand that gets stronger when it is attacked, rather than one a PR team has to shield from every mistake and random shock.

What it returned

• 700

  KFC closed roughly 700 UK outlets after running out of chicken, then bought full-page newspaper ads showing an empty bucket with its logo letters shuffled into a swear word, which flipped the coverage positive

• 2018

  KFC ran out of chicken across the UK in 2018 and replied with a funny ad campaign; Katelyn Bourgoin notes you do not need a full-page ad to do the same thing cheaply.

• 2018

  Contrasts fragile brands, such as Facebook during its 2018 share price slide, with a golfer who plays the wind to their advantage

Sources

• Pratfall Effect - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Retail & Hospitality ​ Turn f*ck ups into moments of delight · undated
• Becoming an antifragile brandHarry Dry · Marketing Examples · KFC · undated