How to Survive a Cheating Scandal

Imagine this: your CEO and Chief People Officer are caught mid-affair on the jumbotron at a Coldplay concert. The clip goes viral. Most companies would go into full damage-control mode. Astronomer, a US-based tech company, did the opposite and won the internet. 

Their response? A cheeky promo video starring none other than Gwyneth Paltrow, yes, Chris Martin’s ex. For context Chris Martin is a member of Coldplay. With 27 million views and a brilliant pivot to their core product (data workflow automation), they showed us how scandal, when handled well, doesn’t have to mean doom. 

Now let’s bring this home.  

If you’re running a brand in the Caribbean, where word spreads fast and reputation runs deep, how do you survive a slip-up and come out stronger? 

1. Own the Narrative 

Silence is a story. So is waiting too long. When things go sideways, get in front of it fast. Whether it’s a botched campaign, a leadership issue, or a viral misstep, be the first to speak. Don’t let the public define your narrative for you. 

2. Use Humour (When It’s Safe) 

Some scandals aren’t funny and you shouldn’t try to force them. But if your drama is harmless and doesn’t touch trust or safety? Lean into the laugh. Make it part of the story. 

For example, if a soca artist endorsing your brand is caught in a “bad behaviour” moment that goes viral but has no legal or safety implications… there might be room for a clever Carnival-themed response. 

3. Separate the People from the Product 

One person doesn’t define your entire business. If the product or service is solid, say so. Let the audience know that while leadership may evolve, the value you deliver doesn’t change. 

For example, if a hotel CEO resigns under controversy, but the guest experience remains five-star, highlight the consistency of your team and service, not the shakeup at the top. 

4. Make Bold Creative Choices 

Astronomer didn’t just react, they went cinematic. Gwyneth Paltrow as spokesperson? Unmatched. The Caribbean has no shortage of local celebs and content creators. Who’s your Gwyneth? A local influencer, entertainer, or comedian who could shift public sentiment, with the right script. 

Think of how much mileage a well-timed, light-hearted IG Reel with a Caribbean comedian or content creator could get if it matches the moment. 

5. Know When to Shut It Down 

Not every scandal is “spin-able.” If trust, safety, or legal implications are at risk, humour’s not the move. In those cases, be human, be transparent, and be quiet until you’ve rebuilt credibility. 

If your fintech app mishandles user data, it’s not time for memes. It’s time for statements, fixes, and updates. 

Bottom Line? You Can’t Always Control the Moment, But You Can Control the Message. 

Whether you’re managing a beauty brand in Port of Spain, a real estate company in Nassau, or a new fintech startup in Kingston, crisis will come. What matters is how you respond. 

Need help building a resilient, message-ready marketing strategy? 

Scandal or not, let’s talk. AC Marketing Caribbean can help you tell your story the right way. 

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Why Choose AC Marketing Caribbean 

AC Marketing Caribbean offers a wide range of content marketing services to help you create content for your business in the Caribbean. Here are just a few reasons why AC Marketing Caribbean is the best choice for content marketing:   

- Our content marketing specialists can help create content for your business that is best suited to the Caribbean consumer.   

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- You need eye-catching and engaging content that converts clicks into cash.   

If you need to create content for your business, but don’t know where to start, AC Marketing Caribbean has the start and finish line fully mapped out. We’re committed to helping you achieve your company growth objectives in the Caribbean! Attract a bigger audience, increase your conversion rates, and make content marketing your biggest business superpower today.