Letter
Crisis, Chaos & Popcorn: PR War Rooms
Battles with chicken, bananas and bikinis
I recently met Bella, a vibrant young PR professional, who gave me an insider’s view of crisis management—a battlefield where brands fight for survival, reputation, and, hopefully, a little dignity.
While the mention of a war room conjures images of intense meetings and rapid-fire decision-making, it’s also the stage for some of the most unforgettable and many times laughable moments in brand history.
1. KFC’s Chicken Crisis (2018)
A classic logistics fail I’d studied back when I was running operations in a fintech. Imagine: a fried chicken chain with no chicken.
The Crisis: KFC ran out of chicken across the UK after a supply chain switch designed to cut costs went terribly wrong. Chaos broke out. Angry customers stormed social media. Memes exploded.
The PR Save: KFC leaned into the absurdity with a full-page newspaper ad featuring an empty bucket and the letters “FCK”—an apology as bold as it was brilliant. They turned humiliation into humor.
2. Audi’s Banana Blunder (2020)
“How did nobody catch this?” The Audi banana fiasco was one of those moments.
The Crisis: A little girl eating a banana while leaning on a luxury car sparked accusations of inappropriate and suggestive imagery.
The PR Save: Audi quickly took down the ad and issued a public apology, but the damage had been done—the internet never forgets.
3. Lululemon’s Free Clothes for Naked Shoppers (2002)
The Crisis: To promote the grand opening of their new store in Vancouver, Lululemon offered free clothes to the first 30 people who stood naked outside the store for 30 seconds. While it was meant to be playful, the stunt caused public controversy.
The PR Save: Despite the backlash, Lululemon framed the event as a fun and quirky celebration of body positivity. Their unapologetic stance fit their brand, and the buzz generated by the stunt helped establish them as a bold, youthful brand.
4. Red Lobster and the Queen Bey Effect (2016)
The Crisis: Beyoncé referenced Red Lobster in her hit song “Formation,” and fans expected a sizzling response. Instead, Red Lobster served up a lukewarm tweet hours later: “Cheddar Bey Biscuits.”
The PR Save: They eventually gained traction, but the delay was a lesson in real-time marketing. Pro tip: When Beyoncé hands you the mic, don’t fumble it.
5. Ryanair’s Bikini Calendar Controversy (2014)
A charity calendar featuring flight attendants in bikinis
The Crisis: Accusations of sexism and objectification flooded in.
The PR Save: Ryanair’s unapologetic stance fit their rebellious brand identity, but it also fuelled the controversy. Sometimes doubling down can backfire—or, in Ryanair’s case, boost visibility.
6. Sunny Co Clothing’s Free Swimsuit Frenzy (2017)
The promise of a free swimsuit turned into a logistical nightmare.
The Crisis: Sunny Co launched an Instagram giveaway offering a free “Pamela” swimsuit to users who reposted their image and tagged the company within 24 hours. The campaign went viral, leading to an overwhelming number of participants. While some viewed this as a logistical misstep due to the unexpected demand, the CEO argues that the giveaway was a massive success. He points out that the campaign increased brand awareness and social media following, ultimately benefiting the company despite the challenges faced.
7. Burger King’s Women’s Day Tweet (2021)
When good intentions meet bad execution.
The Crisis: Burger King UK tweeted, “Women belong in the kitchen,” intending to highlight gender inequality in the culinary industry. It backfired spectacularly.
The PR Save: They deleted the tweet and issued an apology, but the internet had already crowned this a PR fail.
These crises are proof that even the most prepared PR teams can find themselves in hot water. But it’s often the recovery, not the crisis itself, that defines success. The war room isn’t about avoiding every mistake—it’s about how creatively and confidently you handle the unexpected.
Because when the ball drops, sometimes you just have to roll with it—and maybe turn it into a meme-worthy masterpiece along the way.
Beijos,
Babi
https://barbaracraveiro.substack.com/p/crisis-chaos-and-popcorn-pr-war-rooms
