{"id":3635,"date":"2025-07-24T14:35:06","date_gmt":"2025-07-24T19:35:06","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=3635"},"modified":"2025-07-24T14:35:07","modified_gmt":"2025-07-24T19:35:07","slug":"how-did-brand-social-do-on-the-ceo-kiss-cam-scandal","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/how-did-brand-social-do-on-the-ceo-kiss-cam-scandal\/","title":{"rendered":"How did brand social do on the CEO Kiss Cam Scandal?"},"content":{"rendered":"\n<p><em><a href=\"https:\/\/www.merriam-webster.com\/dictionary\/schadenfreude\" target=\"_blank\" rel=\"noreferrer noopener\">Schadenfreude<\/a> (noun, scha\u00b7\u200bden\u00b7\u200bfreu\u00b7\u200bde): enjoyment obtained from the troubles of others<\/em><\/p>\n\n\n\n<p>So, the CEO and HR head of Astronomer decided to go on a date to a Coldplay concert with a Jumbotron and act so cute and cuddly they got the Kiss Cam pointed at them, and acted so shocked and guilty they got a comment from Chris Martin from the stage, and I\u2019m sorry, y\u2019all, but just play it off. Not a person would have recognized either of you, and the Kiss Cam would have just drifted off to someone more interesting, if you hadn\u2019t looked horrified and ducked behind your cardboard DON\u2019T LOOK AT ME I\u2019M HAVING AN AFFAIR sign.<\/p>\n\n\n\n<p>Anyway.<\/p>\n\n\n\n<p>As one might have predicted, the social media world woke up the next day and chose violence. I mean.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">these pictures have the same energy <a href=\"https:\/\/t.co\/xE1aSyVciy\">pic.twitter.com\/xE1aSyVciy<\/a><\/p>&mdash; lacey \u2e06\u2e09 \ud83d\udc0d (@repusnaketion) <a href=\"https:\/\/twitter.com\/repusnaketion\/status\/1946020950597599384?ref_src=twsrc%5Etfw\">July 18, 2025<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>But any time a social media trend pops up, brands just <em>have<\/em> to get in on it, because they\u2019re, like, cool and edgy and you should totally shop at our discount grocery store, no cap. And that has a different energy, because now you\u2019re literally capitalizing on an event has, like, betrayed spouses and broken marriages and stuff behind its colorful candy shell. Under such circumstances, a win is a win and a whiff can be a nasty shot to the brand image. It looks like most brands have wisely stayed away from the mess at hand, but some of them did decide to wade on in. And some of them probably should have left their shoes on.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Betty Crocker\u2019s divorce cake<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"407\" src=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/betty-crocker-social.jpg\" alt=\"A screenshot of a comment from the Betty Crocker TikTok account on a video of the former Astronomer CEO getting caught cheating at a Coldplay concert. The comment has the Betty Crocker logo and name and reads, \u201cDivorce cake anyone?\u201d with emojis of a frog and a cup of coffee next to it. Above he comment, you can see text overlaid on the video that reads \u201cCouple caught \u2018having an affair\u2019 at Coldplay concert.\u201d\" class=\"wp-image-3642\" style=\"width:400px\" srcset=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/betty-crocker-social.jpg 800w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/betty-crocker-social-300x153.jpg 300w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/betty-crocker-social-768x391.jpg 768w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/betty-crocker-social-384x195.jpg 384w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p><strong><em>W\u2019s<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Not their own post \u2014 just <a href=\"https:\/\/www.tiktok.com\/@dailymail\/video\/7528072042764111159\" target=\"_blank\" rel=\"noreferrer noopener\">a comment on someone else\u2019s<\/a><\/li>\n<\/ul>\n\n\n\n<p><strong><em>L\u2019s<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Brand doesn\u2019t remotely relate to the scandal at hand<\/li>\n\n\n\n<li>Not even uniquely tasteless or anything \u2014 just \u201cmeh\u201d<\/li>\n\n\n\n<li>Manages to land directly on one of the most unfortunate aspects of the scandal and try to make a joke out of it \u2014 \u201cHa ha, two broken marriages, amIright?\u201d<\/li>\n\n\n\n<li>\u201cDivorce cake\u201d isn\u2019t going to mainstream, no matter how hard you try<\/li>\n\n\n\n<li>Serious \u201cI\u2019m a cool mom\u201d energy<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Grade: <\/em>C-. <\/strong>Almost not worth mention. The worst thing that happened was Betty Crocker campaigned to be one of the <em>ooh so edgy<\/em> brand social media accounts and came out desperate.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Aldi\u2019s \u201cAldi light\u201d<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"547\" src=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/aldi-social.jpg\" alt=\"A screenshot of a July 18 post on the ALDI USA Facebook page. At the top, we see the ALDI logo and name. The text of the post reads, \u201cThe ALDI lights will guide you home.\u201d Below it are two screenshots from the video of the cheating CEO at the Coldplay concert. The photo on the left shows a gray-haired, pink-skinned man in a blue shirt hugging a blonde-haired woman from behind and looking happy, with the words \u201cother grocers\u201d above his head and \u201cthe membership fees they told you not to worry about.\u201d The photo on the right shows two completely different people, two dark-haired women in black tops, one laughing, with the man\u2019s pointing hand visible above their heads as he ducks behind them. Words under the women\u2019s faces reads, \u201cUs over here with the lowest prices.\u201d\" class=\"wp-image-3639\" style=\"width:400px\" srcset=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/aldi-social.jpg 800w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/aldi-social-300x205.jpg 300w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/aldi-social-768x525.jpg 768w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/aldi-social-351x240.jpg 351w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p><strong><em>W\u2019s<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Gave some junior art director a break from resizing digital ads<\/li>\n<\/ul>\n\n\n\n<p><em><strong>L\u2019s<\/strong><\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Similar to Betty C, brand has no connection to the event in question<\/li>\n\n\n\n<li>And no, <a href=\"https:\/\/www.facebook.com\/ALDI.USA\/posts\/pfbid02DqedCihnWyVuKdUGq7qttFVKbdeSLThy9HzivNyEd7DyxnhRsVWwkwjd9cBw8bQKl\" target=\"_blank\" rel=\"noreferrer noopener\">cramming in a random-ass Coldplay lyric <\/a>doesn\u2019t suddenly make it fit<\/li>\n\n\n\n<li>It might even make it worse<\/li>\n\n\n\n<li>Junior art director probably had to go back to the exact same amount of work after being pulled away to work up the meme<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Grade:<\/em> D.<\/strong> Y\u2019all, you don\u2019t have to jump on every social media trend just because it\u2019s a trend.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tampa Airport\u2019s ode to workplace sexual harassment<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"713\" src=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/tampa-social.jpg\" alt=\"A screenshot of a July 18 post on the Tampa International Airport Facebook page. At the top, we see the Tampa Airport logo and name. The text of the post reads, \u201cLuckily we have nonstop flights to Nashville, Miami, London\u2026\u201d The image in the post is of another Tampa Airport post, but the text of this one reads, \u201cGt your girl a plane ticket to see Coldplay or her boss will.\u201d\" class=\"wp-image-3640\" style=\"width:400px\" srcset=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/tampa-social.jpg 800w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/tampa-social-300x267.jpg 300w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/tampa-social-768x684.jpg 768w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/tampa-social-269x240.jpg 269w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p><em><strong>W\u2019s<\/strong><\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Closer to relevance than cakes and groceries, at least, I guess?<\/li>\n<\/ul>\n\n\n\n<p><em><strong>L\u2019s<\/strong><\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Frames the situation with <a href=\"https:\/\/www.facebook.com\/FlyTPA\/posts\/pfbid032yiyiWVaFK6rLnNp2NcHn2JEFVRHpg3mCmET8fweCP6F19ZiWRcDgPQJDrFWYSHSl\" target=\"_blank\" rel=\"noreferrer noopener\">even skeezier implications than it already had<\/a> \u2014 \u201cYour girlfriend\u2019s boss is sexually harassing her, and with the power imbalance on his side, you need to step up your game to be able to compete with him\u201d isn\u2019t really social media-ready messaging<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Grade:<\/em> D+.<\/strong> I\u2019ll admit that I did initially get a chuckle from it, but the fact that no one said, \u201cHey, you realize that\u2019s not actually an okay thing, right?\u201d (or someone did say that and was ignored) tells me your famously saucy social media team is missing some important representation. (Am I a humorless, woke SJW buzzkill? Yeah, sometimes, and?)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Stubhub\u2019s ticket promo<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"791\" height=\"1024\" src=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/stubhub-social-791x1024.jpg\" alt=\"A screenshot of a July 17 post on the StubHub Facebook page. At the top, we see the StubHub logo and name. The text of the post reads, \u201cWe have Coldplay tickets for you and your favorite coworker,\u201d with a movie camera icon next to the words, TikTok: just.ai.things.\u201d The image on the post is a screenshot from a video of a Coldplay concert, shot from high in the stands, with the words \u201cthis and your HR manager\u201d and a red heart overlaid in the middle of the screen.\" class=\"wp-image-3641\" style=\"width:400px\" srcset=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/stubhub-social-791x1024.jpg 791w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/stubhub-social-232x300.jpg 232w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/stubhub-social-768x994.jpg 768w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/stubhub-social-185x240.jpg 185w, https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/stubhub-social.jpg 1184w\" sizes=\"auto, (max-width: 791px) 100vw, 791px\" \/><\/figure>\n\n\n\n<p>Now we\u2019re cooking with gas.<\/p>\n\n\n\n<p><em><strong>W\u2019s<\/strong><\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The brand is actually relevant to the actual scandal<\/li>\n\n\n\n<li>Legit funny<\/li>\n\n\n\n<li>Jumped on it expeditiously<\/li>\n<\/ul>\n\n\n\n<p><em><strong>L\u2019s<\/strong><\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>I don\u2019t know\u2026 capitalization?<\/li>\n<\/ul>\n\n\n\n<p><em><strong>Grade:<\/strong><\/em> <strong>A<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Bonus snark: Chris Martin\u2019s warning to concertgoers<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Now, listen. We\u2019d like to say hello to some of you in the crowd. How we are going to do that is, we are going to use our cameras and put some of you on the big screen. So please, <a href=\"https:\/\/www.tiktok.com\/@dailymail\/video\/7529611804562050317\">if you haven<\/a><a href=\"https:\/\/www.tiktok.com\/@dailymail\/video\/7529611804562050317\" target=\"_blank\" rel=\"noreferrer noopener\">\u2019<\/a><a href=\"https:\/\/www.tiktok.com\/@dailymail\/video\/7529611804562050317\">t done your makeup, do your makeup now<\/a>.<\/p>\n<\/blockquote>\n\n\n\n<p><em><strong>W\u2019s<\/strong><\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>SAVAGE<\/li>\n<\/ul>\n\n\n\n<p><em><strong>L\u2019s<\/strong><\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>[TBD]<\/li>\n<\/ul>\n\n\n\n<p><strong><em>Grade:<\/em> N\/A<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Overall grade: <em>See me.<\/em><\/h2>\n\n\n\n<p>Obviously, a week after The Event, none of the brands have felt any lasting impact for their social media choices \u2014 Stubhub got some attention for its sauciness, and all the others got about as much attention as they warranted. (None. The implication there was none attention.) But I think we can all agree on who really came out the winner of this whole thing:<\/p>\n\n\n\n<p>Coldplay.<\/p>\n\n\n\n<p>Welcome back to the front page, guys.<\/p>\n\n\n\n<p>On a quasi-related note: I\u2019ve never cheated on a partner, so it\u2019s tough for me to get into that headspace, but I can image that if I were the CEO of a $1 billion company having an affair with my head of HR, I wouldn\u2019t think, \u201cHey, we should have a date where there are 50,000 people and cameras literally everywhere.\u201d I\u2019d think it would be better to go where there\u2019s not that many people and no Jumbotron.<\/p>\n\n\n\n<p>Probably easier to just, y\u2019know, not bang people who aren\u2019t your spouse.<\/p>\n\n\n\n<p>What do you think? About the responses from brand social media, I mean. Or I guess also about better places to cheat on your spouse? We at Caperton Gillett Creative strive to provide educational value.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Schadenfreude (noun, scha\u00b7\u200bden\u00b7\u200bfreu\u00b7\u200bde): enjoyment obtained from the troubles of others So, the CEO and HR head of Astronomer decided to go on a date to a Coldplay concert with a &hellip;<\/p>\n","protected":false},"author":1,"featured_media":3641,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[17,27,98,37,54,63,70],"class_list":["post-3635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-irl","tag-cautionary-tales","tag-egad-bad-ad","tag-facebook","tag-hairy-legged-feminism","tag-oh-honey-no","tag-social-media-marketing","tag-tiktok"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How did brand social do on the CEO Kiss Cam Scandal? - Caperton Gillett | The Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/capertongillett.com\/blog\/how-did-brand-social-do-on-the-ceo-kiss-cam-scandal\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How did brand social do on the CEO Kiss Cam Scandal? - Caperton Gillett | The Blog\" \/>\n<meta property=\"og:description\" content=\"Schadenfreude (noun, scha\u00b7\u200bden\u00b7\u200bfreu\u00b7\u200bde): enjoyment obtained from the troubles of others So, the CEO and HR head of Astronomer decided to go on a date to a Coldplay concert with a &hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/capertongillett.com\/blog\/how-did-brand-social-do-on-the-ceo-kiss-cam-scandal\/\" \/>\n<meta property=\"og:site_name\" content=\"Caperton Gillett | The Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/capertongcreative\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/capertongcreative\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-24T19:35:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-24T19:35:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2025\/07\/stubhub-social.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1184\" \/>\n\t<meta property=\"og:image:height\" content=\"1532\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Caper\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@CapeGCreative\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Caper\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/how-did-brand-social-do-on-the-ceo-kiss-cam-scandal\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/how-did-brand-social-do-on-the-ceo-kiss-cam-scandal\\\/\"},\"author\":{\"name\":\"Caper\",\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#\\\/schema\\\/person\\\/a8b294ce5e33f2905e82f8435c3650c4\"},\"headline\":\"How did brand social do on the CEO Kiss Cam Scandal?\",\"datePublished\":\"2025-07-24T19:35:06+00:00\",\"dateModified\":\"2025-07-24T19:35:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/how-did-brand-social-do-on-the-ceo-kiss-cam-scandal\\\/\"},\"wordCount\":934,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/how-did-brand-social-do-on-the-ceo-kiss-cam-scandal\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/capertongillett.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/07\\\/stubhub-social.jpg\",\"keywords\":[\"Cautionary tales\",\"Egad! 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