The foreign objects found in the cereal appear totally unrelated and don’t point towards a specific failure in the manufacturing process. I’m not a prude.īut if at first glance the Karp case seems unremarkable, a second look surfaces some.let’s say, irregularities. Two years ago I found a piece of ceramic tile in my Breyer’s ice cream. Foreign object contamination is common in industrial food processing. Now, to a Pro™ like me, this appears at first to be nothing new. On the other (unopened box), he noticed that the bottom of the bag had been re-sealed with clear tape and that it contained something stringy (he called it “floss”) along with a second knotty length of string. The popularity and conversation around the spat only grew each day.Īs students of communications, it’s important to look at this exchange and find ways General Mills could have alleviated the situation and left Karp with a more positive brand perception.But there’s more: Karp’s family-sized box contained two bags of cereal. Many eyes were on this face-off between Cinnamon Toast Crunch and Karp. In a report from Brandwatch, unique mentions on Twitter about Cinnamon Toast Crunch jumped from less than 1,000 a day to nearly 91,000 by March 23rd, just a day after Karp’s tweet. Now, most of Twitter has a front row seat in a showdown over shrimp. Karp was not happy with this response, asserting that he was being “gaslit” by the cereal brand, and that he in fact had cinnamon coated tails. Cinnamon Toast Crunch then issued a public statement saying that the alleged shrimp tails were “an accumulation of the cinnamon sugar that sometimes can occur when ingredients aren’t thoroughly blended” and that “there is no possibility of cross contamination with shrimp.” After talking privately, Karp politely declined a replacement. General Mills reacted by reaching out through the Cinnamon Toast Crunch twitter account offering a replacement. The commentary didn’t stop there, as he continued to tweet about the discovery, explaining that it was an issue of “food safety and quality”. On March 22, Jensen Karp tweeted a photograph of what appeared to be shrimp tails with a sugary coating, tagging Cinnamon Toast Crunch, and insisting it wasn’t a comedic bit. The General Mills brand’s incorrect response can be seen as a learning moment for social media and communications practitioners. A comedian with a significant following took to twitter claiming that his box of cereal contained cinnamon-covered shrimp tails, which quickly went viral. If you’ve been on Twitter this week, you may have heard rumblings about Cinnamon Toast Crunch and shrimp tails. Cinnamon Toast Shrimp Tails- This Week’s Communications Fiasco | Stan Richards School of Advertising retweet icon bullhorn icon reply icon info icon flickr icon tumblr icon vimeo icon reddit icon podcast icon angle-down icon angle-left icon angle-right icon angle-up icon ban icon hamburger icon book icon bookmark icon bug icon caret-down icon caret-left icon caret-right icon caret-up icon chain icon check icon check-circle icon chevron-down icon chevron-left icon chevron-right icon chevron-up icon circle icon circle-o icon clone icon close icon download-cloud icon code icon download icon ellipsis icon envelope icon warning icon external-link icon eye icon eye-slash icon facebook icon github icon google-plus icon heart icon heart-o icon home icon info-circle icon instagram icon linkedin icon lock icon medium icon minus-circle icon send icon pause-circle icon play-circle icon plus-circle icon question-circle icon quote-left icon quote-right icon rss-square icon search icon share-alt icon slack icon snapchat icon ticket icon twitter icon wheelchair icon youtube icon Weibo Instagram Linkedin flickr Reddit tumblr Twitter Vimeo Youtube Facebook medium Google Plus
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