Move Over, Oreo: #Bendgate Inspires New 'Biggest Brand Tweet Ever'

The brand’s “real-time” response to the Apple #bendgate controversy has easily surpassed Oreo’s “dunk in the dark” to become the king of all corporate tweets. (For now, at least.)

Yes, it was clever. Credit goes to JWT London as we debate whether advertising or PR should own real-time social media marketing duties.

We don’t bend, we #break. #bendgate #iPhone6plus pic.twitter.com/uippCg4kCi

— KITKAT (@KITKAT) September 24, 2014

Why, exactly, was this particular tweet so popular?

We don’t really have a definitive answer to that question other than the fact that the tweet referenced a popular story-turned-hashtag that was all the more compelling for casting shade on one of the world’s most successful businesses.