Marketing campaigns can either make or break a brand’s reputation. Some campaigns go viral for all the right reasons, and others miss the mark completely, turning into lessons on what not to do. It is important for experienced retail entrepreneurs, to understand these fails so as to avoid costly mistakes and protect their brand’s image. 

In this blog, we will explore viral marketing blunders, and unpack the lessons retailers can take away to refine their strategies.

Marketing Disasters: The Most Outrageous Fails Ever Recorded

In today’s world of consumerism and digital media, every move a brand makes is under scrutiny. This enhanced attention can prove to be advantageous for product launches by building brand awareness, but it can also lead to significant backlash if a company missteps. 

Here are some notable examples of marketing failures that made us cringe.

1. The Pepsi Ad

In 2017, Pepsi launched a controversial advertisement featuring Kendall Jenner that aimed to convey a message of unity and peace during a protest. The commercial depicts Jenner observing a march, ultimately joining the crowd and approaching a police officer with a can of Pepsi as a gesture of goodwill. The scene culminates in cheers from the crowd when the officer accepts the drink.

While Pepsi intended to promote global harmony, the ad quickly backfired, drawing widespread criticism for being insensitive and tone-deaf. Many viewers felt that it trivialized serious social justice movements, particularly the Black Lives Matter movement, by portraying protests as mere celebrations rather than acknowledging their real-life struggles.

The backlash was swift and fierce, with prominent figures like Bernice King, daughter of Martin Luther King Jr., criticizing the campaign on social media. She tweeted, “If only Daddy would have known about the power of #Pepsi,” underscoring how the ad was perceived as trivializing her father’s legacy.

In response to the overwhelming negative feedback, Pepsi pulled the ad from all platforms within 24 hours and issued an apology, admitting they “missed the mark.”

Key Takeaways

The major lesson from this marketing failure was:

• Avoid using controversial topics or social issues to promote your products.
• Understanding the nuances of social issues is important as it can help brands craft messages that resonate positively rather than provoke a backlash.

2. Burger King’s Women’s Day Tweet

On International Women’s Day of 2021, the UK Division of Burger King posted a thread of tweets. 

Tweet 1: “Women Belong in the Kitchen”

Tweet 2: “If they want to, of course. Yet only 20% of chefs are women. We’re on a mission to change the gender ratio in the restaurant industry by empowering female employees with the opportunity to pursue a culinary career.” #IWD

Tweet 3: “We are proud to be launching a new scholarship programme that will help female Burger King employees pursue their culinary dreams!”

Even though the first tweet was posted to gain the attention of the users, making the second and third tweets progressive, individuals never got past the first tweet and Burger King faced a lot of backlash. The individuals who did go past the first tweet still found the tweet to be tone-deaf. 

Key Takeaways

• It is important to avoid using controversial or provocative statements just to grab attention, especially while addressing sensitive social issues. 
• Even though it is important to engage with relevant topics, brands must make sure that their messaging is thoughtful and considerate. 
• Prioritizing clarity and context in your messaging is important to prevent misunderstandings and protect your brand’s reputation.

3. Dove’s Racist Campaign

In 2017, Dove shared a three-second Facebook video featuring three women of different ethnicities, each removing a t-shirt to reveal the next woman. The intent behind this ad was to celebrate diversity and highlight that Dove’s body wash is for every woman. However, the ad was perceived very differently by the public. Viewers interpreted it as a Black woman transforming into a white woman after using the product, which many found offensive, as it appeared to imply that Black women were “less clean.” The ad was criticized as being inappropriate and racist, leading to a backlash with many consumers boycotting Dove products.

Key Takeaway

• Diversity is a nuanced and essential aspect of marketing, and brands have a responsibility to represent and celebrate it authentically. 
• When creating content that emphasizes diversity, it’s crucial to gather input from a range of perspectives before it goes live. 
• Ideally, having a team that reflects diverse backgrounds ensures multiple viewpoints are built into the process, reducing the risk of unintentional missteps and fostering a more inclusive message.

4. H&M’s Coolest Monkey Sweatshirt Controversy

H&M faced significant backlash in 2018 when an advertisement featured a Black child wearing a sweatshirt that read “Coolest Monkey in the Jungle.” The ad was condemned for its racial insensitivity, prompting widespread outrage and calls for boycotts.

Key Takeaways

• Cultural awareness is crucial in marketing. 
• Brands must be diligent in understanding the cultural implications of their messaging to avoid offending audiences.

5. Adidas: Boston Marathon Email

In 2017, Adidas faced significant backlash after sending a poorly worded email to participants of the Boston Marathon. The subject line read, “Congrats, you survived the Boston Marathon!” While such phrasing might seem innocuous in the context of other fitness events, it was particularly insensitive given the tragic history of the Boston Marathon bombing in 2013, which resulted in three fatalities and over 250 injuries.

The timing of the email struck a nerve with many recipients, especially since some survivors of the bombing had participated in that year’s race. The initial congratulatory message was met with outrage, as it appeared to trivialize the serious nature of the event and the trauma associated with it. Social media quickly erupted with criticism, highlighting how tone-deaf the messaging was.

Key Takeaways

• Avoid using provocative language especially when addressing serious topics that align with your audience
• Brands should be mindful of their messages and their impact, especially in sensitive historical events and social issues
• It is important to prioritize empathy and awareness when crafting messages to resonate with your audience positively

Conclusion: Learning From The Mistakes of the Big Brands

Marketing trends will come and go, and what’s popular today will potentially fade into obscurity in just a few weeks. However, coming up with a timeless strategy will include careful planning and consideration of how your audience will react to your campaigns. This approach will help you avoid the backlash that some big brands have faced.

Therefore, as you create your marketing materials, it would be beneficial for you if you test your ideas with a small audience sample. This could be a colleague from another department or a formal focus group that represents your target demographic. Also, gaining an external perspective on your creative assets can help you identify potential issues and misinterpretations before they escalate into negative headlines.