Learning from Other Brand’s Missteps

Sometimes failures can be as enlightening and insightful as wins. So we're looking at some campaigns that didn't quite hit the mark and what we can learn from their mistakes.

1. Pepsi's Kendall Jenner Ad from 2017

One of the most infamous marketing mishaps in recent years was Pepsi's ad featuring Kendall Jenner. The TV spot, which tried to portray a message of unity and understanding, sparked outrage for trivializing serious social justice movements. Audiences accused Pepsi of being tone-deaf and using social issues to sell their product.

Key Learning: Authenticity is key. Consumers are quick to spot insincerity, especially when brands attempt to capitalize on sensitive social issues for commercial gain. Brands need to engage with social issues responsibly and genuinely, ensuring their messages align with their values and are backed by meaningful action.

2. McDonald's #McDStories Campaign from 2012

McDonald's launched the #McDStories campaign to create a positive buzz around the brand by encouraging customers to share their McDonald's experiences. Unfortunately, the hashtag quickly backfired as audiences used it to share negative stories and criticisms about the fast-food giant, spreading quickly across social media.

Key Learning: Be mindful of the potential for backlash. In today's age of social media, campaigns can quickly spiral out of control if not managed carefully. Brands should try to anticipate various responses and have contingency plans in place to address negative feedback swiftly and effectively.

3. New Coke from 1985

Trying to revitalize its brand, Coca-Cola introduced New Coke, a reformulated version of its classic pop. Despite extensive market research suggesting consumers preferred the new taste in blind tests, the public outcry was... immense. Coke enthusiasts vehemently rejected the change, leading to a swift return to the original formula.

Key Learning: Respect your brand's heritage and customer loyalty. Even with research data, brands need to consider emotional connections and nostalgia that customers have with their products. Big changes should be approached cautiously, with a deep understanding of consumer sentiment and brand identity.

4. Bic For Her Pens (2012)

Bic's attempt to market a line of pens "for her" backfired big time due to its patronizing tone and dated gender stereotypes. The campaign was widely criticized for implying that women needed special pens that were slimmer and pink, despite no functional difference from regular pens.

Key Learning: Avoid reinforcing stereotypes. In today's diverse and inclusive marketplace, brands must be mindful of how their messaging and product offerings can be perceived. Gender-specific marketing should be approached with sensitivity and inclusivity to avoid alienating and offending potential customers.

These examples showcase some high-profile missteps while also highlighting some key learnings that brands across industries can leverage.