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Brands dream of a moment like the one that came for the Popeyes Chicken Sandwich this summer. The new product attracted buzz on social media even before it launched nationwide, and once that date happened, all need for a strategic media plan went out the window when the sandwich went viral and sold out in stores. The fans—most notably, Black Twitter—spoke for the product, and what they were saying was resonating.
At Adweek’s Brandweek summit earlier this month in Palm Springs, Calif.,
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