But on the odd occasion it can work out well – but, like most successful campaigns, must be centred in a truth. Thankfully, two recent examples - Evian taking Coors to task for similarities in packaging design, and TikTok throwing shade at Instagram's Reels - fall into this category.
I like both of these responses for different reasons, but they are both pithy with a small bit of humour. They garner attention because, like most funny things, there is an element of truth.
Facebook has made no secret of the fact it was going after TikTok and frankly, TikTok simply said what we were all thinking.
well... this looks familiar ???? https://t.co/V8GyRSXkPu— TikTok (@tiktok_us) August 6, 2020
The time for back channel conversations had passed and TikTok took the opportunity to engage its loyal fans at a time when they might be thinking of giving Reels a go. Facebook knew it would get this criticism at launch, and probably even planned for TikTok’s response. Facebook has been through this before and weathered the storm with Instagram stories and Snap, so I think it’s unlikely to elicit any response.
The Evian post is a little different – I like it because it is a gentle, light-hearted joke at the expense of Coors but equally, the emoji at the end makes it clear this is just a joke and not a real fight.
Beautiful!! Should we send you our graphical guidelines next time? ?? https://t.co/fpJl7yIWk8— evian France (@evianFrance) August 10, 2020
I initially questioned whether this kind of response was true to the 'brand voice' of Evian, but given the fact that its post has outperformed the original Coors post, it suggests that their audience enjoyed it too. Twitter loves nothing more than a bit of brand 'banter' and even though this tweet was published a whole seven (!) days later, it still resonated.
In both cases I don’t think either warrant a response. If they were to respond, it would only amplify the original tweets and raise even more awareness. Best to let it die down and in Coors' case, perhaps have another think about its new branding!
Tinni Guha Roy is head of digital and social at Lexington Communications