The Coldplay Couple Should’ve Leaned Into Their Alleged Affair

Getting caught cheating is never good, but most couples don’t have their dirty laundry aired by Coldplay frontman Chris Martin in the middle of a concert.

The grainy kiss cam footage of a cuddly couple scrambling apart and ducking out of frame as Martin gently narrates the affair speculation has commanded so much organic media that any brand would be jealous. It was irresistible even before the pair were exposed as data firm Astronomer’s CEO Andy Byron and his head of HR, Kristin Cabot—who is not his wife. 

The rest was as predictable as a forecast: TikToks cropped up within hours. Memes flooded X and Instagram. In a modern twist, someone even created a fake letter of apology that went almost as viral as the original video.

The thing is, none of this had to happen. And it contains a lesson for anyone—or any brand—that finds itself in an unflattering spotlight. 

You make your own bad publicity

The world likely would’ve remained ignorant of Byron and Cabot’s alleged affair had they reacted differently to appearing on the Jumbotron. Instead of smiling, laughing it off, or giving a peck like a normal couple, they behaved as though there was something to hide. 

This is a perfect reminder of how your reaction, not the original incident, ultimately drives public perception in the digital age.

In the brand world, there are few examples of a greater doomsday event than TikTok teens drinking Grimace shakes followed by horror-movie endings—endless videos of foaming at the mouth, twitching in parking lots, and walking into the ocean at night, viewed about 3 billion times over the summer of 2023.

McDonald’s, however, didn’t blink. There was not a single cease-and-desist letter or corporate PR statement. Instead, the company leaned in with a single viral tweet of Grimace acknowledging the trend. McDonald’s let the absurdity run its course, and in doing so turned a potentially damaging news moment into one that cemented its cultural relevance. 

As the fast food chain’s then-U.S. social media lead Guillaume Huin wrote on LinkedIn, “saying nothing felt disconnected, encouraging it felt self-serving, so we just decided to show our fans that we see them and their creativity in a sweet, candid and genuine way.”

Contrast that with the reaction from the maker of Calico Critters, the tiny fuzzy animal figurines beloved by millennials since 1985. The TikTok account Sylvanian Drama has been posting darkly comedic videos starring Calico Critters since 2021, building a 2.5 million-strong following along the way. But back in April, Epoch Co., the Japanese company that makes Calico Critters, sued the TikToker, claiming their dark vignettes have caused “irreparable injury” to the “goodwill and reputation” of the brand.

Instead of allowing this niche part of the Calico Critter fandom to continue flourishing—and potentially driving a resurgence of interest in the once-popular toys—Epoch filed a copyright takedown. And just like that, the company went from being known as the maker of a nostalgic staple to corporate killjoy. (Not to mention likely boosting Sylvanian Drama’s profile by drawing attention to it.)

It’s obvious which strategy turned a dicey corporate moment into a growth opportunity.

Oh, what a thing to do

But the current crisis is about people, not brands. Surely there’s no comparison?

Yet, had Byron and Cabot simply kissed, like many other kiss cam couples do, would the video have made it to social media at all? Even if it had and they were recognized, would the situation have gone beyond watercooler whispers, maybe a Slack thread or two? Probably not, just as McDonald’s didn’t need to announce that its blueberry-flavored McDonald’s milkshake was not actually poisoning teens.

There’s a reason PR teams now talk less about crisis prevention and more about crisis management. In a world where you can’t control the camera—and definitely not social media—you have to be ready to steer the conversation. 

Panic breeds curiosity. Silence breeds speculation. But humor, authenticity, and a little self-awareness can be your best defense.