Klondike: Rest in peace, choco taco

Klondike, an ice cream franchise, launched a farewell tour in America to prevent the discontinuation of Choco Tacos from having a negative impact on the larger brand’s reputation and sales, allowing fans a proper send off for their favourite ice cream treat.

Summary

In the midst of every crisis lies an opportunity. No… really.

Publicly leaked news about the impending demise of Klondike's Choco Taco – one of America's most beloved and nostalgic ice cream treats – turned a usually sweet conversation into a very sudden, sour, and substantial public backlash.

From one innocuous leak, a vitriolic Twitter trend and eruptive series of 6,000+ disparaging broadcast and television stories quickly overtook culture. All creating a tsunami of negative media impressions and brand perceptions.

Crisis or opportunity?

Within a few short weeks, through the creation of a highly atypical crisis response, 'Rest In...

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