Cinnamon Toast Crunch flounders in shrimp-tail crisis
The sugary cereal’s digital team initially tried to deny a writer’s aquatic discovery on Twitter. The prawny saga has become must-see social media entertainment.
There’s something fishy going on with Cinnamon Toast Crunch.
At least, that’s the takeaway of one consumer who purchased a box of the beloved cereal from his local California Costco, only to discover a couple of sugar-encrusted shrimp tails in his box.
And he had already eaten a bowl before discovering the secret ingredients. Yuck.
https://twitter.com/JensenKarp/status/1374051365417230336
Jensen Karp, a comedian with some 99,000 followers on Twitter, was backed up by others online, including actor Seth Rogen, and his story quickly became an international sensation with Twitter users sharing their disgust.
You win!
— Seth Rogen (@Sethrogen) March 22, 2021
Cinnamon Toast Crunch tried to deploy a crisis response strategy that wasn’t prepared to handle Karp’s lucid, engaging social media storytelling.
https://twitter.com/JensenKarp/status/1374069746946109440
https://twitter.com/JensenKarp/status/1374080604988305412
Then the brand’s social media team made its big mistake:
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
