Twitter is known for its endless political discourse and old memes. Yes, it can be true sometimes. It’s still a valuable platform for your brand. This is especially true if you are interested in risky brand comebacks.

Twitter’s snarky brand is starting to feel a bit tired these days. There’s still time to make waves online with the right presence. It’s not just Twitter. TikTok and Instagram offer plenty of room to express your social personality.

Are you ready to learn from the experts? Let’s take a look at some social risk-takers who have inspired brands to make comebacks.

Bonus Get the step-by-step guide that will give you pro tips on growing your social media presence.

@HeinzUK Beanz on bix breakfast with a twist #ItHasToBeHeinz #HaveYouHadYourWeetabix

— Weetabix (@weetabix), February 9, 2021

The British breakfast barons from Weetabix won a major victory by becoming the laughing stock of Twitter. Their bizarrely off-putting food pic became a huge global trending topic. (We hope it wasn’t intentional, but it doesn’t really matter.)

Although it was mocked by less senior brand managers, they may have deleted the tweet. Weetabix prevailed by sticking with the course and even joining in the banterfest.

February 9, 2021

Everyone, from British Rail to an official Beatles museum mocked the post. Moonpig, a gift company, put beans on their own greeting cards. Nando’s and KFC, two of the competitors in chicken sales, engaged in friendly banter in the responses. Pfizer even joined the fray.

Weetabix made it a huge success for brand Twitter. However, some parties shouldn’t have been there. For example, the official Israel account’s response wasn’t very well received.

August 14, 2022

This is because people could be rude. If you decide to go this route, make sure to double-check your prompt. Also, make sure your prompt is relevant to your brand. It could backfire if your tweet is filled with desperation.


Merriam-Webster (@MerriamWebster), November 29, 2021

The brand chose “vaccine” to broach a hot-button subject without fearing backlash. Merriam-Webster started the real conversation in the tweets.

— SKITTLES (@Skittles), April 5, 2022

It paid off. In 2022, Skittles won Twitter’s best brand bracket:

— Xbox (@Xbox) June 8, 2022

It was not rude or overtly attention-grabbing. It was a loud enough clapback to merit daps for Xbox and lots of attention for their new controller.

Andor Premieres Sept 21 on Disney+ (@starwars) May 31, 2022

They were met with toxic discourse after announcing that Moses Ingram, The Queen’s Gambit star, had been cast as Obi-Wan Kenobi. Their response is especially compelling. It addresses racist trolling without promoting their hateful rhetoric.

@aanasmira “gloss-ee-yay!”

— Glossier (@glossier) March 11, 2018

They have created a friendly, welcoming online space that is truly unique. Glossier’s brand comebacks feature a friendly tone and lots of emojis. They are in tune with Glossier’s mission and provide excellent customer service.

@ramblingsanchez was able to bring together every social media manager #brandsontiktok

Original sound –


We’ll just be lurking in the comments and eating popcorn . #Nerf

Funk Hip Hop Music (814197) – Pavel

Yes, there were a few brands that tried their hand at the comments. The rest of the feed is full people shaming the video for being… well, tryhard.

These brand comebacks will inspire you. Hootsuite allows you to monitor all relevant conversations, engage your audience, and even have a little fun with it. Get it for free today.

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