TikTok during crisis : ride or die ?

Let’s talk about TikTok — a platform where dances, life hacks and questionable challenges rule the algorithm. But what happens when brands step into this chaotic playground? Sometimes, they’re the life of the party. Other times, they’re the ones accidentally spilling punch on their suits. Welcome to the age of corporate virality, where brands either ride the trend wave or wipe out in front of millions.

Starbucks: a recyclability faux pas

Picture this: a Starbucks latte in one hand and a sense of eco-guilt in the other. A TikTok creator recently shone a harsh light on Starbucks' "paper" cups, pointing out they aren’t recyclable in many places due to their plastic lining. The clip garnered millions of views, leaving the coffee giant scrambling to defend its environmental credentials.

What Starbucks could’ve done — and didn’t immediately — is use this moment as a teachable one. Imagine a duet video explaining how their cups are recycled in specific facilities or unveiling a pilot project for 100% compostable cups. Instead, the brand risked being labeled as tone-deaf. The lesson? Own the narrative before the comments section does.

Ocean Spray: turning lemonade into cranberry juice

On the flip side, we have Ocean Spray’s masterclass in TikTok responsiveness. Remember Nathan Apodaca — aka 420doggface208 — cruising down a highway, sipping cranberry juice, and vibing to Fleetwood Mac’s “Dreams”? Ocean Spray didn’t miss a beat. They gifted him a cranberry-red truck stocked with juice, capitalizing on the goodwill and nostalgia of the viral moment.

It wasn’t just about Apodaca; it was a moment of cultural connection. Ocean Spray showed that even a legacy brand could roll with the quirky TikTok crowd. The takeaway? Authenticity wins.

Duolingo: the owl that went rogue

Finally, there’s Duolingo — a language app whose TikTok presence has become legendary. Instead of safe, polished ads, they leaned into chaos. Their mascot, Duo the Owl, became the face of absurd skits, sassy replies and even thirst traps. What’s wild is that this approach resonates with Gen Z humor while keeping their product in focus.

What makes Duolingo's strategy brilliant? They turned TikTok into a personality test for their brand: fun, unhinged but ultimately goal-oriented. The lesson here? Know your audience — and don’t be afraid to let your freak flag fly if it aligns with your mission.

So, what’s the takeaway?

• Stay authentic, like Ocean Spray.

• Be proactive, unlike Starbucks.

• Embrace chaos, à la Duolingo.

  
  

Now, over to you: what’s your favorite example of a brand nailing (or failing) on TikTok? Share it in the comments — I might just include it in my next article.