Astronomer gets creative, using scandal as marketing strategy

Data startup Astronomer found a clever way to handle the PR crisis ensuing the alleged affair between its CEO and HR chief. It recently posted an ad with actress Gwyneth Paltrow.

What happened?
Astronomer received negative worldwide attention after a viral video showed CEO Andy Byron and Chief People Officer Kristin Cabot—both reportedly married—avoiding a kiss cam at a “Coldplay” concert. Chris Martin, the band’s frontman, joked, “Either they’re having an affair or they’re just very shy.” 

Following the viral moment, both executives resigned, leaving the company to manage its fragile public image.

The company then pivoted to an unexpected PR strategy: humor. It released a cheeky ad featuring actress Gwyneth Paltrow—Chris Martin’s ex—as Astronomer’s “temporary spokesperson.”

The campaign redirects attention from scandal to product, highlighting Astronomer’s core offering: data workflow automation.

With this bold move, the startup is betting that wit and self-awareness can help repair its public image.