5 Times Brands Nailed Crisis Communication

Crises in the business world are like bad first dates — awkward, memorable and capable of ruining everything. But some brands know how to turn these fiascos into moments of brilliance.

1. Taco Bell’s "Thank You for Suing Us" (1997)

When a beef supplier accused Taco Bell of not using "real meat", the fast-food chain didn’t flinch. Instead, it launched a bold campaign titled "Thank You for Suing Us," using ads to clarify the ingredients and challenge the accuser’s credibility. The result? A PR coup that reassured customers and made Taco Bell look confident, cheeky, and transparent.

Lesson: When accused, own the narrative. Confidence (when backed by facts) can flip the script.

2. Domino’s Pizza: a recipe for redemption (2009)

Remember that viral video of Domino’s employees tampering with food? It was every brand’s nightmare. Domino’s didn’t sweep it under the rug — they faced it head-on. The CEO issued a heartfelt apology and committed to major operational changes. This honesty, coupled with their reinvention of the pizza recipe, turned them from meme material to market leader.

Lesson: A heartfelt apology and concrete action can turn public outrage into respect.

3. Aviation Gin’s swift comeback (2019)

When Peloton released a much-criticized ad featuring a woman seemingly forced to exercise by her husband, Aviation Gin seized the moment. They cast the same actress in a parody ad, where she appeared to "reclaim her narrative" with a cocktail in hand. The internet loved it.

Lesson: Timing is everything. Jump into cultural conversations with humor and precision.

4. Coca-Cola’s personalized touch (2011)

Faced with declining sales, Coca-Cola didn’t panic. Instead, they launched the "Share a Coke" campaign, replacing their iconic logo with popular first names. What seemed like a simple idea created a viral sensation, revitalizing the brand and boosting sales in over 70 countries.

Lesson: Innovation doesn’t have to be flashy — sometimes, it’s as simple as making customers feel seen.

5. LEGO’s clean break (2014)

When Greenpeace publicly criticized LEGO for its partnership with Shell, the toy giant listened. They ended the deal while reinforcing their commitment to environmental responsibility. This move not only calmed the storm but also strengthened LEGO’s reputation as a values-driven brand.

Lesson: Sometimes, cutting ties is the best way to build bridges with your audience.

Crisis management isn’t about avoiding problems — it’s about handling them with grace, wit and a touch of audacity. So, which of these examples inspires you most?