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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