When simply wishing people a Happy National Coffee Day doesn’t exactly fit with the aspirations and intent you’re working to integrate into expectations around a brand.

When recognizing obscure, odd, and surprising “National Days” and celebrations has become a tactic for social engagement and part of your online brand persona.

When placing your blue to-go cup into black and white images, often without a caption or explanation, has somewhat inexplicably become a very popular part of your social media content.

What to do?

Well, you could create what becomes the most popular meme the company has ever posted, receiving 100 times more attention than any other thing you’ve ever posted.

I mean, if you wanted to, you could.