Contrast that with the reaction from the maker of Calico Critters, the tiny fuzzy animal figurines beloved by millennials since 1985. The TikTok account Sylvanian Drama has been posting darkly comedic videos starring Calico Critters since 2021, building a 2.5 million-strong following along the way. But back in April, Epoch Co., the Japanese company that makes Calico Critters, sued the TikToker, claiming their dark vignettes have caused “irreparable injury” to the “goodwill and reputation” of the brand.
Instead of allowing this niche part of the Calico Critter fandom to continue flourishing—and potentially driving a resurgence of interest in the once-popular toys—Epoch filed a copyright takedown. And just like that, the company went from being known as the maker of a nostalgic staple to corporate killjoy. (Not to mention likely boosting Sylvanian Drama’s profile by drawing attention to it.)
It’s obvious which strategy turned a dicey corporate moment into a growth opportunity.
Oh, what a thing to do
But the current crisis is about people, not brands. Surely there’s no comparison?
Yet, had Byron and Cabot simply kissed, like many other kiss cam couples do, would the video have made it to social media at all? Even if it had and they were recognized, would the situation have gone beyond watercooler whispers, maybe a Slack thread or two? Probably not, just as McDonald’s didn’t need to announce that its blueberry-flavored McDonald’s milkshake was not actually poisoning teens.
There’s a reason PR teams now talk less about crisis prevention and more about crisis management. In a world where you can’t control the camera—and definitely not social media—you have to be ready to steer the conversation.
Panic breeds curiosity. Silence breeds speculation. But humor, authenticity, and a little self-awareness can be your best defense.